In case you missed this morning’s edition of Ad Age, Hyundai has been voted “Marketer of the Year” So Kudos to the folks at Hyundai and their various agencies!
In a year when other marketers were soft-pedalling the economic crisis, Hyundai addressed it head-on with frank and honest messages. That’s pretty refreshing.
And they paid off the marketing with cars that are remarkable for their quality and design. I rented one in the middle of September and was very surprised and pleased.
It is proof that you can change people’s minds about brands with a strong narrative. This should bring optimism to any marketer with a brand that has drifted. It takes time, it takes bold moves, but it can be done. It is easier to change people’s minds than it is to change your brand.
The company has come a long way from the days that it was first introduced to America in advertising by Backer and Spielvogel.
Now maybe someone can step in and give Chrysler some help?
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