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Jack and Aston Martin V8 Vantage Monaco street signs
Jack Yan: the Persuader blog
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21.3.06

Add Vantage, Aston 

Jack Yan driving Aston Martin V8 Vantage

In case anyone thought I was just posing next to a random V8 Vantage in my earlier post, my friend Matt Clark, who runs a client firm that buys a few advertisements in , took this pic of yours truly behind the wheel. (Those A-pillars are huge.) It reminds me of an image in Wheels in the 1980s where is driving his , except there, Fangio made the car look good. Here, the car makes me look good.
   Now that I have caught me making a total tosser of myself au blog, I have to wonder why. When I drove a I couldn’t care less about who saw me, nor did I about it. True, I didn’t have this blog at the time, but I had the Beyond Branding Blog at which I could vent.
   Therein lies the secret of 21st century : finding affinity. People expect to be able to. When that connection is made between a and a product, the consumer will talk the product up to the hilt, becoming its . And if you have a product that is little more than a —and competing cars share many of their components, after all—it is this that will make the difference.
   Why else would and GM own so many ? Each appeals to a different sector of the market, not income-wise, but . Understand that , be present at the causes or that that type of consumer supports, and you have yourself an audience. And if you don’t know those causes, then find out using a web site or other means of research—the process itself creates affinity.
   In Aston Martin’s case, it has a that I love, but it might want to start thinking about how to win future consumers, especially if the V8 Vantage will raise the company’s output and the cars become more commonplace. Some parts of can be used: the fact , when he owned Aston Martin, kept the going for as long as possible while losing money on each car, appeals to me. It may be expressed in the commitment to its Works Council, signed in 2003. If the and are produced using a process that has little impact on the , then it is an added bonus that links in perfectly to the ’s desired high-tech direction (away from the ideas of the last V8s and the Virage).
   One thing is for sure: is a declining notion for Aston Martin, as ’s becomes more attainable for the . Something else needs to be there for the decades to come.

Del.icio.us tags: Aston Martin | CSR | social responsibility | heritage | brand | branding | history | exclusivity | marketing | James Bond | consumer | affinity
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Note

Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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