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Non-Traditional Creative Brief
An Ultimate Man: A parable on finding success
Traditional Creative Brief
Aston Martin’s brand has not taken a solid stance in the Americas. The brand has strayed too far into exclusivity and gone dormant. The name, Aston Martin alone no longer carries strong meaning. The only strong recognition Aston has is for its long history with James Bond, which has become golden shackles to acquiring new consumers.
We need to develop a brand idea which gives the wealthy who are building their fleet a reason to make Aston Martin the pinnacle of their collection.
Market Forces – Setting the Stage
Category: The category of luxury vehicles worships speed, flash, and brash colors. These vehicles represent the rich who throw away their wealth on tasteless pursuits. They are the soulless.
Culture: The affluent have been criticized for their wealth and as such do not connect with cliché displays of luxury.
The Ultra Rich: The majority of the ultra wealthy were not born into their riches. They believe that their success is due to their clear sense of purpose in life (Passion). These people believe they have earned their success from personal hard work (Merit) and perseverance (Soul) in the face of failure. They even cite that their happiness is determined by the realization of personal potential (Success), but the weak fall prey to the trappings of success. These people chased success for the wrong reasons.
Our Target Audience – The Likable Rich (Mirrors of the brand)
The Likable Rich who know that success is only the beginning. We like them for their enduring passion, because they continue to share it with us. These people continue to strive past reaching success, because they adhere to their core values.
Audience Insight: People driven by passion who find success are able to preserve their meaning and purpose after becoming wealthy.
Brand Truth: Imprinted with the values of passion, merit, and perseverance. The car with soul, in a category of the soulless.
Strategic Platform: For whom success is only the beginning
Brand Manifesto Video
Final Product: https://global.astonmartin.com/en-us/brand-stories