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RAB Research Archive

How to build an auto brand with audio: Subaru's stunning success via Carmichael Lynch's storytelling

"No one can build a brand with audio" is a misconception in the media world, especially when it comes to building auto brands. In fact, tons of brands – including Subaru – are building their brands with audio. "Tier one auto" advertising describes the ads auto manufacturers air on national media, usually TV, to raise awareness and purchase consideration for their car brands. TV is often the first thought for these ads because of the assumption people need to see the "sight, sound, and motion" of the car.

Source: Pierre Bouvard, Westwood One

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