Page 30 - Gulf Marketing Review

C O V E R S T O R Y

“Brands that do not provide
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and demonstrate a deep
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BRANDS WILL NEED TO PROVIDE A
PERSONAL APPROACH

Ozge Ugurluel, Marketing and PR Manager, Volvo Cars MENA and CIS

I believe all of the changes can be summarised things, places and experiences, experiential
in one that triggered everything else – and marketing was the hottest topic. Innovation
that is the way we consume. Consumption is the crucial part of it, so brands need to
has changed from the act of ownership into involve their consumers technologically,
choosing experiences that are bound to enhance environmentally and socially. Volvo Cars was reborn and we showed
quality of life and time. Brands that do not provide truly personalized the consumer what is possible in terms of
We are no longer looking for quantity. Instead, experiences and demonstrate a deep understanding stunning look, advanced technology, high-
we look for authenticity and quality to improve of their customers will not stand out even if end materials, driver control interface and
how we live our lives and our well-being. they were premium or high end. connectivity. We will continue to do that in 2018.
It goes without saying that digital media I expect the same approach to continue in We’re noticing that old-school trends from
and technological devices intensified this, as 2018; brands will need to provide a personal heritage, extremely high quality and easily
consumers started expressing themselves approach while remaining authentic. recognizable status symbols are over.
and showcasing their worth with the products One of the major expectations that we There is now a new generation of brands that
they use, who they surround themselves with had as a group was that the consumers have built a premium position almost entirely
and how they embrace the environment were becoming much more demanding, on technology, interaction and engagement
around them. knowledgeable and exposed. So, we took with the consumer. This will keep growing in
As consumers started moving beyond this opportunity to renew the entire product 2018 onwards and we need to act accordingly
ownership and towards discovering new portfolio and relaunch our brand. and put innovation at the core of our business.

30 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018