Advertising can create an expectation, but nothing generates conviction like hands-on experience. We all sort of know it, but when launching or strengthening the positioning of a brand … sampling or demonstrations often play a minor role relative to advertising.
Hyundai's North American experience with their Uncensored roadshow suggest that maybe we should be integrating hands-on experience into our brand roll-out plans far more tightly than we tend to at the moment.
Brand tone of voice that integrates social marketing and demonstration alongside advertising and packging … that sounds just like an evolution of our Brand Worlds thinking to us.
