http://fb-i.com/blog/2007/12/rebranding-john-mayer/ Memos from the ad agency Thu, 20 Nov 2008 10:03:51 +0000 http://wordpress.org/?v=2.6.2 http://fb-i.com/blog/2007/12/rebranding-john-mayer/#comment-39 Bobby Frank Tue, 04 Dec 2007 21:08:26 +0000 http://www.fb-i.com/blog/2007/12/04/rebranding-john-mayer/#comment-39 I had completely forgotten about the Phaeton until you mentioned it. The deal on that car was unbelievable. A three year lease with no money down and 12,000 miles a year for $479 a month. I believe the sticker price on the car was $78,000, which was completely inconsistent with consumer expectations of the brand. Amazingly, Audi continues to have success with virtually the same car (the A8) with a price tag exceeding the Phaeton's and lease deals in the $799+ range. It is a great case study in brand value. I had completely forgotten about the Phaeton until you mentioned it. The deal on that car was unbelievable. A three year lease with no money down and 12,000 miles a year for $479 a month. I believe the sticker price on the car was $78,000, which was completely inconsistent with consumer expectations of the brand. Amazingly, Audi continues to have success with virtually the same car (the A8) with a price tag exceeding the Phaeton’s and lease deals in the $799+ range. It is a great case study in brand value.

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