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CASE STUDY |
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| Divide and conquer. Rather than try to speak to two widely disparate
consumers in one diluted voice, take each model strongly in its own natural direction. It started by naming them the C-Class Sport and Luxury models. Then, while the Luxury models followed the more traditional marketing course, the Sport models took a new tack for the brand — more fun, more playful, and at last, more relevant. |
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