Real Problem
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. Aston’s only strong recognition is its long history with James Bond, which has become a golden shackle for acquiring new consumers.

Market Forces – Setting the Stage

Category: The luxury vehicle category worships speed, flash, and brash colors. These vehicles represent the rich who throw away their wealth on tasteless pursuits.

Culture: The affluent have been criticized for their wealth and, as such, do not connect with cliché displays of luxury.

The Ultra-Rich: Most 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 realizing 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 knows that success is only the beginning. We like them for their enduring passion, which they continue to share with us. These people continue to strive past success because they adhere to their core values.

What do the founders of Tom’s, Minecraft, Buzz Aldrin, And Neil Armstrong all have in common. They all fell into immense depression after reaching ultimate success. I mean what do you do after walking on the moon? Selling for Millions (Toms) ? or even Billions (Minecraft)?

True Success is not found when we reach it, but when we share it with others and are recognized for our passion. Only when we are able to continue sharing do we feel that sense of purpose.

Audience Insight: People driven by passion who find success can 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.

There is an untraditional brief, too. It explores the demise in 2016 of 2013’s slew of Ultimate Men (the most interesting man goes to space / retires). The Parable of an Uncle’s Mistake is an attempt to explain the true insight. But you’ll have to email sean@boutchard.com to read, an Uncle’s Parable on Success – ‘Buying a Porsche.’

Pitch Brand Manifesto Video, 

Creative Demo for Global Site