Brands on Fire: Mazda CMO Dishes on New Brand Platform and Retail Transformation [Video]

On the heels of its best-ever August for U.S. sales, Mazda launched a new brand platform this fall—dubbed “Move and Be Moved”—to reflect its human-centric approach and a new focus on experiences, products and marketing.

It’s more of a “brand aspiration” than a tagline, according to Chief Marketing Officer Brad Audet. “You have the mobility of the product, but it’s also about moving forward in life with intentionality, and then the strong emotional response that you have from being moved. All of those moments accumulate to a life well-lived,” he says.

The brand restructuring follows Mazda’s expansion of its product portfolio and heavy investment in revamping the design and experience of its retail stores—which now account for 89% of the brand’s sales. “The customer satisfaction in those environments is extremely strong,” Audet says. “We have great product, we have great retail experiences, so now is about continuing to build strong …