Change Perspective to

Uncover New Meaning

In the ever-evolving landscape of branding and consumer engagement, the most successful companies are those that dare to question the status quo, challenge industry norms, and re-examine their internal cultures. Introspection and innovation aren't just about staying relevant; they’re about unlocking new opportunities for growth and forging deeper connections with audiences. By fundamentally questioning assumptions, brands can uncover new meanings and opportunities previously hidden in plain sight. Let’s explore two exemplary cases - Subaru and Yellow Tail - to illustrate how shifting perspectives can redefine a brand's identity and market position, leading to even greater and, perhaps unprecedented, success.

Subaru's journey from being recognized primarily for their performance vehicles to becoming a cherished brand among families is a testament to the power of changing perspectives. Traditionally, during the 1980s, Subaru's reputation was built on the robustness and reliability of their cars in Rally racing. In fact, in 1989, the company formed its own official Rally team! This niche positioning appealed to thrill-seekers and motorsport enthusiasts who craved performance and durability.

However, by challenging this narrow focus and looking at their vehicles through a different lens, Subaru uncovered a parallel between the qualities that make a car exceptional on the rally track and those that make it perfect for family safety. The same features that ensured performance and reliability under the extreme conditions of rally racing - such as all-wheel drive, superior handling, and robust safety features - also made Subaru cars ideal for protecting what's most important to parents: their families.

It’s important to note that this paradigm shift didn’t spring up out of thin air. In fact. This all came to a head in 2008. Citing an economic downturn as at least PART of the reason, Subaru’s parent company, Fuji Heavy Industries formally withdrew the company from the World Rally Championships. This coincided, not by accident, with Subaru’s massive push in a different direction with the “Love - It’s What Makes A Subaru, A Subaru” campaign. This shift in values and framing was pivotal.

This radical change in perspective allowed Subaru to appeal to a broader demographic, specifically moms and dads who prioritize safety and reliability in their family vehicles. By repositioning its brand to speak directly to these values, Subaru expanded its market and deepened its connection with consumers, demonstrating that their cars were not just about the thrill of driving but about caring for the driver and passengers' well-being. The campaign was so successful that even today, almost (but not quite) twenty years later, the average person likely has some sort of association with Subarus being a safe and family-friendly vehicle.

Text Marquee Animation
YELLOW TAIL:
Text Overlay with Blur
Yellow Tail’s story is another powerful example of how questioning fundamental beliefs can lead to discovering untapped markets. The wine industry has long been dominated by notions of exclusivity, complexity, and sophistication, with a focus on producing expensive, nuanced wines that appeal to connoisseurs and aficionados. This established a barrier to entry for many potential consumers who found the world of wine intimidating and inaccessible.

Redefining Wine Consumption

Text Overlay with Blur
Yellow Tail challenged these industry norms by embracing a philosophy centered on simplicity, affordability, and accessibility. They sought to democratize wine drinking by offering easy-to-drink, approachable, and affordable wines that appealed to casual drinkers rather than just the traditional wine enthusiast. This shift not only opened the wine market to a new demographic but also disrupted the industry, proving that there was a significant demand for less pretentious, more enjoyable wine experiences.
Text Marquee Animation
THE FUTURE

Beyond Products

and Services

The stories of Subaru and Yellow Tail highlight a broader trend in brand strategy and consumer engagement. As we look to the future, brands are increasingly seen as belief systems rather than mere providers of products or services. This evolution demands that brands seek out new opportunities not just for economic gain but for building deep, meaningful connections with their supporters.

In this context, the ability to change perspective and question foundational assumptions is more than just a strategic advantage; it's necessary for future-proofing a brand. As consumers seek authenticity and alignment with their values, brands that can evolve, adapt, and resonate on a personal level will lead the way. By embracing this mindset, brands can uncover new meanings and opportunities, ensuring their relevance and success in the dynamic marketplace of tomorrow.

The journeys of both Subaru and Yellow Tail illustrate the transformative power of changing perspective. By fundamentally questioning assumptions, industry norms, and their own internal culture, these brands found new growth opportunities and also forged deeper connections with their audiences. As we move forward, this approach will become increasingly vital for brands aiming to stay ahead in an ever-changing world, where the ability to adapt and resonate will define success.