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I've been thinking a lot about McLaren's early marketing efforts and in the hopes that somebody in Woking might be reading these boards, I'd like to document some thoughts.
I've seen two distinct flavours of the marketing of McLaren Automotive thus far. There is the very refreshing insight into the 12C's development and the inner workings of Woking HQ and the deliberate, yet effective, attempt to illustrate the ties to the racing programs. On the other hand, there is also the more derivative marketing speak around "the AND car" and so on.
The latter, to me, does not have the impact of the former. I understand the need to create a marketing message around the brand and, in particular, the 12C, but I would like to caution against too many mottos and image creation that may get in the way of what is already there (and just needs to be exposed/highlighted).
When I ask myself which media have had the biggest impact on my understanding of McLaren and, as a result, my desire for the 12C, it has without a doubt been the videos released throughout the development process. Seeing the company's ambition for perfection and how this influences the design, manufacture, and testing of the products has reinforced a brand identity for McLaren in my mind better than any brand statement or brochure possibly could.
In particular, I also find that Chris Goodwin is an excellent ambassador of the brand, very similar to Walter Rohrl at Porsche, but perhaps even more so, since Goodwin has been so instrumental in the development of the 12C. When he is in front of the camera, simply speaking about his experiences throughout the development process, the straight talk is refreshing and illuminating at the same time. More of that, please and also give him a raise! (and no, I don't know Chris personally!)
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Photo source: wikipedia.org
I've seen two distinct flavours of the marketing of McLaren Automotive thus far. There is the very refreshing insight into the 12C's development and the inner workings of Woking HQ and the deliberate, yet effective, attempt to illustrate the ties to the racing programs. On the other hand, there is also the more derivative marketing speak around "the AND car" and so on.
The latter, to me, does not have the impact of the former. I understand the need to create a marketing message around the brand and, in particular, the 12C, but I would like to caution against too many mottos and image creation that may get in the way of what is already there (and just needs to be exposed/highlighted).
When I ask myself which media have had the biggest impact on my understanding of McLaren and, as a result, my desire for the 12C, it has without a doubt been the videos released throughout the development process. Seeing the company's ambition for perfection and how this influences the design, manufacture, and testing of the products has reinforced a brand identity for McLaren in my mind better than any brand statement or brochure possibly could.
In particular, I also find that Chris Goodwin is an excellent ambassador of the brand, very similar to Walter Rohrl at Porsche, but perhaps even more so, since Goodwin has been so instrumental in the development of the 12C. When he is in front of the camera, simply speaking about his experiences throughout the development process, the straight talk is refreshing and illuminating at the same time. More of that, please and also give him a raise! (and no, I don't know Chris personally!)
Photo source: wikipedia.org
