Lexus aims to show how its 2021 IS sedan can be part of a complete lifestyle of health and well-being with its “Retreats in Motion” experience. Amid studies showing that many Americans are stressed from the pandemic and worried about the future, Lexus’ luxury road trip can provide a much-needed respite to prospective car buyers or fans of the vehicle brand.
Click here to read the story at marketingdive.com.
Discussion Questions:
- What is positioning?
- How is Lexus positioning the brand with this campaign?
- Why do you think Lexus chose this particular positioning strategy?
- What is a brand?
- How might this story illustrate the concept of branding?
- How would you describe the Lexus brand?
- How might a tagline impact a company’s branding efforts?
- What is the tagline for this campaign?
- Why do you think they chose that as the tagline?