Aston Martin: The Brand Journey of a 100 Year-old Startup

Take a moment to think about how these brands make you feel: Coca-Cola. Life is Good. Hershey. Of course, Xerox PARC. And, Aston Martin. How do these companies capture “experience” in their brand, ultimately creating a deep emotional connection? What are the factors at work as we feel authenticity and truth in such brands?  Aston Martin, over the past 100 years, has had one single purpose: to create beautiful, handcrafted luxury cars. Simon will address how Aston Martin thinks about its brand, how to shift, elevate, polish, and communicate it so customers can be advocates, too. Simon will highlight how Aston Martin continues to brand itself in a world where driverless car technologies are disrupting mindsets and shifting fundamental relationships with our cars.

Presenter(s)

Mr. Simon Sproule is VP and CMO for Aston Martin Lagonda, running global marketing and communications, brand communications, corporate social responsibility, and internal communications. Prior to Aston Martin, Simon served in executive communications and marketing positions for Tesla Motors, Nissan Motor Company, Ford Motor Company, Jaguar, and Land Rover. Simon has been recognised for his contributions to the auto industry including being named a Young Achiever of the Year by the Automotive Hall of Fame in Detroit, MI and with an ‘All Star Award’ for Public Relations by Automotive News.