Building the brand.

We have built many brands in my career, and they all share one thing.

They act like people.

Customers actually build loyalty to people, not brands, products, or services.
Obviously, customers clearly can and do develop relationships with brands and companies, even when they have no direct contact with any of their employees. Still, a whole slew of research suggests that something more fundamental is actually happening.  Their experiences with those products and services, along with their pricing, packaging, and merchandising, all communicate to customers about the people who produced them.  Customers use those clues to form opinions of those people, even in the absence of direct contact with them.  So, consumers are actually becoming loyal to what they know about the people behind each brand.

The VE brand is about Technology, personalization/individuality and the personalities of the customers. This was shown visually in the book by showcasing the textures and colors of the fabrics, different versions of the cars, and, of course, the founders and their stories.

Our brand is a luxury car company that thinks like Apple and feels like Gucci.