Jaguar Land Rover's Charlotte Blank on why premium content builds brand loyalty
When it comes to building brand loyalty, it helps to capture your audience young. For Jaguar Land Rover (JLR) and its range of luxury vehicles — including Range Rover and Defender, among others — capturing that younger demographic is no less important, even though it may at first be a case of capturing hearts rather than wallets.
According to Charlotte Blank, the U.S. chief marketing officer of JLR North America, premium content — particularly hit shows and movies — can go a long way to building the kind of brand loyalty that marketers dream of.
“Where people spend their leisure time, where they’re a captive audience in front of a big screen in the comfort of their own home and where they binge watch their favorite shows...We’ve seen some incredible return on investment when we integrate our vehicles and our brand experience in a highly curated way, against some of these popular shows,” Blank tells The Current Podcast.
“Defenders rocketing onto the scene in the recent James Bond movie with this really spectacular car chase is an example that is meant to appeal not only to people who are in market now or can afford one now, but potentially to the younger generations who might put the theoretical poster up on the wall and dream of it in the future.”
Blank also talks about why marketing leaders should lead like scientists, how experiential marketing can help build a sense of community and the importance of optimizing global brands’ messages for specific markets.