I recently came across what I think is one of the best brand positioning ads I've seen in a long time.
In an advertising market where it's extremely difficult to tell one auto maker from another (only a few have done it successfully), this ad really gets to the heart of what Audi is trying to be known for. We all know Volvo still owns the safety position in consumers' minds, thanks in part to Al Ries and Jack Trout's book: Positioning. The Battle for your Mind. We also agree that BMW is known for performance (thanks to German engineering).
But Audi takes a slightly different spin. They know it will be difficult to dethrone each of these manufacturer's position in a head to head fight, so they slighted averted each of the others' position. They say, you can have safety, performance, design, comfort, but if you don't want to settle for just one, you can have it all with Audi. Brilliant.
