Showcase: Automotive / Brand positioning




Brand positioning

Subaru turned to Intrinsic to help them define a new marketing platform for their new AWD station wagon. Replacing a long standing favourite Subaru model the “Legacy". Subaru needed to identify what narrative would engage not just traditional loyal customers. but also how they could bring the brand closer to an audience of new customers. By using self-curated ethnography, extended qualitative research, and online segmentation we got a deeper understanding of the different personalities of drivers who were most attracted to the brand and who exhibited different attitudes towards driving in their daily lives.