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Honda needs to regain its edge, says marketing head

Honda must move away from the bland advertising it has done in recent years, says its European marketing director Martin Moll.

Moll wants to build the brand's personality and said Honda must take a more conquest-focused approach that looks beyond its existing loyal customers.

He told Marketing Week that Honda’s marketing in the past few years has become too “bland” and too much about communicating functional messages about vehicles.

Now its marketing must focus on building an emotional connection with the brand and helping customers understand Honda.

Moll is putting in place a European framework to ensure consistency across the region, with a toolkit each regional marketing team can adopt to make sure that tactical market specific communications are in line with the consistent look and feel.

For the full interview click here.

Honda won awards for its advert for the Accord with The Cog campaign in 2003:

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