Someone In The Auto Industry Grasps The Whole “We Don’t Own Our Brands, Our Customers Do” Thing

According to The New York Times, Toyota may create a separate brand for its Prius hybrid car and could add both larger and smaller Prius models to the lineup.
James E. Lentz III, president of Toyota Motor Sales U.S.A. said in a sense consumers have already created the Prius brand, and the company is just catching up to the marketplace.
“We’re catching the wind with this,” he said.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.