Brand experience is helping car brands to solve business challenges in the Australian market, according to Terri Golder, head of marketing communications at Renault Australia.
And it's not just about experiential marketing – which the automotive industry is well known for – but boosting the brand experience across every touchpoint to stay top of mind for consumers.
But according to Golder, in such a crowded market, that's easier said than done.
"Brand familiarity for Renault is our absolute number one challenge. Everyone has heard of the brand, but we sit in focus group after focus group and ask, 'What do...