James Deeley

The global strategic lead for the luxury automotive brand.

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Created as the luxury marque of automotive giant Nissan, Infiniti Cars had a rich history but was facing a challenging future and needed to reposition itself for the changing luxury buyer. The business ambition was to provide an ownership experience that is amongst the best in the world. The reality was there was little brand differentiation or a shared business vision for the future customer experience across the organisation.

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The strategic objective

As the agency strategy lead for international markets for over three years, my role was to define, design and deliver a new brand positioning and and elevated customer experience strategy, pivoting the brand towards a customer centric 2030 vision and reconnecting with Infiniti's luxury positioning:

• Leading the global strategy development alongside INFINITI Cars senior management and C-suite client teams, providing long-term luxury strategic direction and programmes of work

• Working with global and regional client teams to identify, plan, design and produce five year strategic approach for digital, in-store and in-vehicle customer experience and brand positioning

• Originating and developing new initiatives for multi-sensory omni-channel vision and service blueprint, sonic branding, brand naming architecture, loyalty programme definition and product launch campaign planning

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The outcomes

The programme created a luxury customer experience strategy that looked to provide:

• Translating the codes of modern luxury into the digital context and connected customer experience, and to ensure the brand appeals and has relevancy to an evolving HNWI audience

• Audience segmentation to identify customer and influencer motivations, needs and objectives, driving value exchange activations into the connected customer journey

• Content, editorial, channel and asset distribution strategy to ensure a campaigns and brand activity is planned and consistent, and is designed with the full timeline in mind

• Contact strategy to ensure content be used in multiple customer touchpoints in lead nurturing activities, and can support a one-to-one contact between consumers and Bentley Retailers

• Social and CRM strategy to drive audience engagement, brand influence and conversion through content and features

• Identify experiential and innovation opportunities provided by technology and devices for the brand to utilise