The power of 'who?' and 'why?' in 101 words

Power of 'who?' and 'why?'
Blog post

In the late 1980s Volkswagen's advertising was in a league of its own, it's why I joined their agency BMPDDB.

They were the only car brand to sell on emotion. Whilst others promoted features VW claimed their Golf to be as reliable as your 'best friend'.

The brand had a clear sense of who it was talking to and more imaginatively why? Advertising is usually conceived to attract new customers. Golf's advertising was written to make new owners feel good about their choice and to encourage their loyalty and advocacy.

A decade before the Internet Volkswagen and BMP practiced 'customer engagement'.
 

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