Why emotion now drives Honda's advertising strategy

This event report addresses how Honda, the automaker, is using emotional advertising as a differentiator in a highly competitive category.

Why emotion now drives Honda's advertising strategy

Stephen WhitesideWarc

To remain in the marketing fastlane, Tom Peyton – Associate Vice President/Advertising at American Honda Motor Co. – believes the automaker must tackle a major challenge.

"We've been fortunate at Honda to have a great brand. But how do you keep it great? That's something we struggle with all the time," he told delegates at Advertising Week 2015 in New York City.

The main drivers behind this struggle include:

  • Relevance:"There were a lot of good brands out there 25 years ago. There were brands like Oldsmobile and Pontiac and...

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