Brand Minute: Rolls Royce

It’s not fair to judge a change in a brand if you don’t understand the brand strategy and the data behind the change. However, Douglas has some judgments on the BMW decision to expand the Rolls Royce brand.

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Full transcript below.

 

[00:00:01] Hi, Douglas Spencer here with Spencer Brenneman with a Brand Minute.

 

[00:00:05] Now, it’s not fair to judge a change in the brand, if you don’t understand the brand strategy and the data behind the change. However, personally I feel as if BMW’s recent decision to expand the Rolls Royce line to include SUVs, and off-road SUVs at that, is a little short sighted.

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[00:00:28] Here’s why. Right now, the Rolls Royce niche has a very, very specific audience: the ultra-rich who sometimes like to have a driver, sometimes don’t, but do want to be seen and feel special in a Rolls Royce.

 

[00:00:43] Well apparently, the younger generation of the ultra-rich no longer feel the need to be in a sedan, or have a driver. Which is why they want to have some fun behind the wheel, which is great. But what happens, what happens if the pendulum swings back the other way? What happens if the, the status symbol of being in a sedan with a driver, or without a driver, is what returns to be in vogue? Will Rolls-Royce still be the brand to meet that need? I don’t know, what I do know is that before you make a change in your brand, think very carefully about the long term implications of what that change will do to who you are as a brand. Don’t make changes for short term gain

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[00:01:29] That’s it for this Brand Minute. Hope you enjoyed it and have a great day.

Spencer Brenneman, LLC
© 2020

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