The process of buying a new car is becoming increasingly fragmented, as buyers look outside the traditional dealership for information and recommendations. The key for brands today is to ensure consistency in the delivery of their brand message across the many touchpoints out there. Automotive World spoke with Interbrand’s automotive sector leader Daniel Binns on how efforts to ensure a consistent experience could revolutionise the retail sector….
Brand messaging – keep it consistent
Efforts to ensure a consistent brand message across a fragmented purchasing process could revolutionise automotive retail