Dobot

Defining and designing a financial business, brand and product.

Audi

Customer Feedback Experience

Making feedback part of the experience.

Audi

Test Drive & Delivery

Creating moments to remember.

76

Reinvigorating an iconic West Coast brand.

Audi

Kundenbegeisterung

Creating lifelong fans with a customer-centric experience.

Massage Envy

Rejuvenating a massive wellness business across brand, space and experience.

Technovation

Creating an energetic new brand for women entrepreneurs.

mediaX

Branding Stanford’s industry affiliate program dedicated to the intersection of people and tech.

ZERO1

Uniting two disparate industries under one cohesive brand.

Health Builders

Telling a story of hope in a country scarred by conflict.

Challenge

The Audi brand has transformed in the last several years. Here in the US, awareness, consideration and opinion of the brand have raised by double and triple digits. But loyalty has improved more slowly. Audi of America realized they needed to provide more and better reasons for customers to choose their cars again. This meant elevating and differentiating the Audi customer experience.

Approach

The first thing we did was take two giant steps backwards. To affect the experience for customers, Audi would have to ask dealers to make some changes. To ensure the dealers would get the support they’d need, we would have to build a strong case within the organization as a whole. We embraced the global mission of Kundenbegeisterung, meaning “inspiring customer delight”. We turned this into an internal brand for Audi of America, providing a center of gravity for all ongoing efforts. To create a more customer-centric experience at Audi, we partnered with them on a three-stage approach that would infuse the spirit of Kundenbegeisterung into Audi of America, the dealer network, and finally, their customers.

  • Strategy
  • Branding
  • Collateral
  • Environmental
  • Packaging

Challenge

The Audi brand has transformed in the last several years. Here in the US, awareness, consideration and opinion of the brand have raised by double and triple digits. But loyalty has improved more slowly. Audi of America realized they needed to provide more and better reasons for customers to choose their cars again. This meant elevating and differentiating the Audi customer experience.

Approach

The first thing we did was take two giant steps backwards. To affect the experience for customers, Audi would have to ask dealers to make some changes. To ensure the dealers would get the support they’d need, we would have to build a strong case within the organization as a whole. We embraced the global mission of Kundenbegeisterung, meaning “inspiring customer delight”. We turned this into an internal brand for Audi of America, providing a center of gravity for all ongoing efforts. To create a more customer-centric experience at Audi, we partnered with them on a three-stage approach that would infuse the spirit of Kundenbegeisterung into Audi of America, the dealer network, and finally, their customers.

  • Strategy
  • Branding
  • Collateral
  • Environmental
  • Packaging

Getting everyone onboard

VBP Orange activated Kb at Audi of America through an array of Signifiers of Change—useful objects and symbols that provide constant reminders of the mission. The customer experience strategy we delivered drew on our deep research into customer loyalty and defection. In it, we outlined Moments of Truth in the brand/customer relationship, and how those moments should be embodied. This all culminated with the development of materials and content for a series of immersion events and workshops to engage dealership management on how to activate the mission in their individual stores.

Getting everyone onboard

VBP Orange activated Kb at Audi of America through an array of Signifiers of Change—useful objects and symbols that provide constant reminders of the mission. The customer experience strategy we delivered drew on our deep research into customer loyalty and defection. In it, we outlined Moments of Truth in the brand/customer relationship, and how those moments should be embodied. This all culminated with the development of materials and content for a series of immersion events and workshops to engage dealership management on how to activate the mission in their individual stores.

It has been a pleasure to work with the VBP Orange team—they are strategic, provocatively challenging and dedicated. The team helped Audi of America craft an internal branding strategy and developed clever, tangible elements to support our internal Customer Experience efforts. This created a movement within the company, driving understanding and excitement from within, and successfully rallied the organization around CX as a key business imperative.

Jeri Ward, Director, Customer Experience, Audi of America

Well, hello.

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-962-3040 

hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-962-3040 

hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

Well, hello.

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-962-3040 

hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-962-3040 

hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040