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Special Report: 3 Strategies for Marketing Golf Brands to Gen Z

May 03, 2024 Posted by: Tom Neveril apparel marketing,  Authentic brand experiences,  brand building,  golf industry,  Omnichannel marketing,  Personalization,  sports marketing
Special Report: 3 Strategies for Marketing Golf Brands to Gen Z
In a new special report, I concisely outline how Nike, Amazon and the young challenger Alo Yoga, are using Personalization, Omnichannel Marketing and Authentic Brand Experiences with great success, and how golf brands should replicate some of the same principles.

Bentley's turnaround boosted by "industrializing" personalization, including fine art

Apr 01, 2024 Posted by: Tom Neveril automotive marketing,  consumer insights,  Customization,  Personalization
Bentley's turnaround boosted by "industrializing" personalization, including fine art
Bentley’s story over the last few years is interesting. Going back to the end of 2019, the road ahead looked somewhat bleak.

Vehicle sales had been stuck in neutral for 7 years. And no new models were planned.

Meanwhile, over that same period, Ferrari and Rolls-Royce Motor Cars launched new models and saw their unit sales rise by 45% and 40% respectively.

Obviously, Bentley Motors needed to take action.

But rather than launch a new model like the competition, Bentley’s CEO Adrian Hallmark and his team did the opposite. In 2020, they ended production of their behemoth sedan, the low-volume Mulsanne.

And they doubled down on the emerging personalization trend...

Market research can help Fisker fix itself.

Mar 11, 2024 Posted by: Tom Neveril automotive marketing,  innovation,  marketing tactics,  sustainability
Market research can help Fisker fix itself.
I’m rooting for Fisker, the American EV startup, to survive the recent wave of negative press and its dire financial position.

One thing Fisker should do immediately: "damage control" market research with consumers.

Fisker has made several questionable marketing decisions while launching it's first model, the Ocean SUV. The most consequential decision was selling vehicles *before* fixing numerous software glitches.
 
When customer deliveries started in mid-2023, customer feedback on social media was consistent: the car has many positives, but it’s “incomplete.”