Jun 27, 2018
This week on “Marketing Today,” Alan spoke with Loren Angelo, vice president of marketing for Audi of America, where he leads marketing positioning and management of the Audi brand in the U.S. In addition, he manages advertising, experiential, CRM, social media, product integration, retail marketing, and research strategies for the carmaker.
In the course of their discussion, Angelo touched on the factors that led him to Audi, what it means to him to work for a challenger brand that believes in purpose-led marketing, and the thinking behind the relationships Audi fosters with its partners.
And he cited principled authenticity and like-mindedness as being key in a brand’s relationship with its consumers. “Consumers look for brands that share their values,” said Angelo. “And if your values are consistent, and you’re willing to go out on a limb and defend those values and build a conversation around them, consumers are going to be, as the studies clearly show, more attracted to that brand.” Angelo went on to add, “So I believe that is going to be a key differentiator for brands that are willing to take the brave note and stick up for what they believe in.”