IDENTIFYING THE CHALLENGE
Communicating a complicated core USP of car subscription vs ownership
FINDING THE POINT OF DISTINCTIVENESS
Creating side-by-side comparisons of ‘old’ ownership and ‘new’ subscription in high dwell time environments such as the FT
MEASURING IMPACT
6m 40s dwell time following response
+56% aided brand awareness
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Maintaining trust when nobody trusts anything
The emerging division of labour between AI and human creators
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The strategic battle for trust in a world of technical sameness
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Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.
CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.