PORSCHE : "A WHOLE NEW WORLD" LIFESTYLE

Throughout my career, I've had the opportunity to engage with numerous brands, from luxury hotels, software, electronics, food and beverage, fashion, and automotive sectors. As a brand strategist, my focus extends beyond product and understanding to encompass a comprehensive comprehension of their operational dynamics at a deeper level. This holistic approach distinguishes between mere brands and impactful marketing strategies. 

Today, I want to give a review about the automotive brand Porsche from my own personal perspective. The Porsche brand ecosystem exemplifies the essence of brand experience (BX), offering valuable insights into branding principles. 

Porsche is a legendary brand of sports and luxury cars, founded by Ferdinand Porsche, a genius engineer and racer, in 1931. As you know, some automotive brands use the founder's name as part of their legacy.

There is one commonality among big brands: it starts with passion that evolves into reality, coupled with extensive management efforts to make it a global phenomenon. Your passion truly matters, beginning from a small garage in Austria and culminating in Porsche's status as a leader in the worldwide automotive industry. Along the journey, Porsche transitioned from racing cars to luxury cars, SUVs, and electric cars. In my view, three models stand out as particularly significant for Porsche: the 911, Cayenne, and Taycan. Why these three models, you may ask?

The Porsche 911 was first unveiled to the public on 12 September 1963, and you can call it a classic. The Cayenne is one of the best SUVs and was the lifesaver of Porsche during the economic downturn when the masculine feeling started to vanish, and the Cayenne emerged as the feminine side of racing with a family car feeling. The last is the Taycan, as their first electric futuristic car that starts shaping the future of mobility today.

Porsche Taycan

Other than the car itself, as a brand ecosystem, Porsche creates bonding with users and sentiment for long-term existence. It is really interesting when we create bonds with branding. At Porsche, it is not only from a people's perspective, but from the people who run the company who have the same spirit. It is from the core.

I have had discussions who have been at Porsche for more than two decades (WOW). He said Porsche is something that requires dynamism, not static. I can feel the spirit and energy not only from the car, but from his heart. This is what makes Porsche interesting from a brand point of view; it creates a great culture, great products, and a great experience. Yes, every company needs great sales and after-sales to make the company sustainable, but great company sales should come from the result of a great brand experience (BX), not only from sales and marketing alone.

Even though from different management, Porsche Design (www.porsche-design.com) the brand ecosystem extends to its lifestyle, for Tag Heuer watches, Porsche and Honor for their latest flagship foldable phone, to shoes with Puma, and bags and luggage. It's a whole new experience.

The experience is really extensive; the brand team has a clear direction, and as a company, they understand the whole ecosystem, which directs into the main product itself, the Porsche car. With many driving center experiences all around the world, people can experience Porsche as a real racing car on a real track.

With all the experiences served to the people, how do people respond to this "whole new world" experience? Maybe this story can represent the brand experience: I was on my way to the office with my director, who was driving a great high-class car, and I had a discussion with him. What kind of sports car would you want if you could get one? He replied without hesitance...I WANT PORSCHE :).

In the end, I just want to say, PORSCHE, you got me. Taycan is my favorite. :) NB: white one.

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written by : www.ramondgo.com 

"I do not have any affiliation with the companies mentioned; this is solely for my own research and hobby purposes. All data has been gathered from personal experiences , the internet and with the assistance of AI. All images are respected as property of their respective owners. If you are the owner of any content and have concerns about the text or images used, please contact me directly."