Friday, November 19, 2010

Just gotta love Audi's commitment to brand

Anyone who read this blog up to about six months ago knows the psychological distress caused to this author, a confessed Audi tragic who drove a VeeDub Passat for two years. Ultimately, I sought counselling from friendly Audi salesmen, who seem ubiquitous since Australia discovered the brand about seven or eight years ago. They immediately diagnosed the issue and resolved it by performing a brand transplant in the showroom.

But my purpose here is to mention a snippet I saw in an article in The Age last Saturday about the development of electric cars. I hadn't actually thought much about the potential hazards to blind people, or I suppose people just not paying enough attention, of cars that run almost silently. There's quite a buzz, or should I say hum, about contriving noises that allow people to hear these electric cars approaching.

I was gratified to read an Audi engineer quoted as saying that his company was actually putting a lot of time into developing an auto sound consistent with the company's long-standing brand tagline Vorsprung durch Technik, which translates into Advancement through Technology. The company is committed to fine-tuning a sound that cues associations like automotive, performance, leading-edge (hate that description, but it's too early on Friday for creativity) etc.

That's what you call alignment - when even the technical boffins in your organisation are explaining their role and goals in the organisation in terms derived from the company's brand values.

Have a good weekend...

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