5 Feb

A visit to Wolfsburg, the factory town that is the global headquarters of Volkswagen, confirmed how right Wally Olins is. In his 1993 book on branding a chapter is titled ‘How VW, the ultimate craft-based company, fell in love with brands.’

Yesterday, my tour of the vast production line was full of descriptions of tonnes of steel and the weight of the metal presses. Meanwhile, people in product communications were discussing lifestyle issues and how to appeal to buyers in elusive market segments.

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