Volkswagen

Sometimes, the smartest marketing move is simply owning what makes you different

Volkswagen’s iconic Think Small campaign succeeded because it embraced exactly what the Beetle was - small, simple, and different.

At a time when most American car brands were promoting bigger and flashier vehicles, VW played right into the audience's expectations and never tried to be something they weren’t.

Today’s key takeaway is don’t market your company, product, or service as something it's not.

Customers recognise and appreciate honesty.