Your Dreams_ Engineered' - Honda Europe
Honda was once the darling of the marketing trade; the launch of its “The Power of Dreams” platform won both admirers and customers; taking the brand from a cheap Japanese car brand to an engineering powerhouse in the minds of UK consumers.
Pablo won the Honda Europe business after many years of underinvestment in the brand. Awareness and consideration had slowly bled away, perceived innovation had evaporated, and a generation of consumers had simply forgotten about the brand.
We loved The Power of Dreams work. And we’re firm believers that consistency builds brands. So far from starting again, we built on the truths that had inspired that original platform. The rich tapestry of philosophy and aphorisms from Soichiro Honda himself that had given birth to a unique corporate culture and a long track record of pioneering behaviour. But at the heart of everything sat one ambition; to make people’s lives better through the power of clever engineering. A deep understanding of what people want from their vehicles and appliances, and the creativity and unorthodox thinking to solve for those needs in surprising and elegant ways.
“Your Dreams. Engineered” is our interpretation and articulation of what we believe is the soul of the Honda motor company. It aims to unite the incredibly varied divisions (from rocketships to lawn mowers) and pan European regions, under the same Active Brand Platform.
