Volkswagen proves that a brand’s ultimate advantage is found in its products.

Lemon2020

Issue 44: Product Advantage

PRODUCT ADVANTAGE IS THE MESSAGE

Volkswagen has long been one of our greatest clients. They have always believed that product quality, design and
marketing are each integral to their success. The trust they put in Bill Bernbach and his team and the risks they took with our first revolutionary campaign together, changed the history of advertising. Volkswagen is the perfect example of what Bernbach meant when he said: “Advertising doesn’t create a product advantage. It can only convey it.”

Right from the start, the Volkswagen brand understood that we must be honest, consistent and treat people like human beings. It was never enough for a brand or company to just tell you how great they are. But now, more than ever, you must innovate and deliver a great product.My definition of innovation is essentially anything that makes people’s lives better, easier and more efficient. And Volkswagen has proven it time and again.

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