Nissan
Using disparate data sources to determine brand priorities and activities
Delivering on the Chairman’s Mission 88 vision
High volume auto brands live and die from one launch to the next. The Nissan brand became instrumental in growing global market share and profitability.
- • Established a brand and marketing framework by region to help structure and disseminate vast quantities of data collected
- • Engaged local market intelligence teams to help stress test and implement the brand power framework
- • Defined a brand vocabulary where everyone across the organization knew and understood the 10 brand dimensions
- • Created a playbook to help local markets interpret the brand implications and determine brand priorities and activities