Volkswagen’s CMO on driving emotional connection through partnerships

Signal summary: The article discusses Volkswagen's Chief Marketing Officer, Rachael Zaluzec, and the brand's efforts to enhance emotional connections through partnerships, specifically with U.S. Soccer and NBCUniversal. This strategy highlights the importance of aligning with cultural events and organizations to strengthen brand affinity. Brand strategists can take note of how effective partnerships can enhance emotional engagement with consumers.

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The article discusses a significant strategy employed by a major brand to enhance emotional connections, which is highly relevant for brand strategy professionals, though the concept of partnerships is not entirely new.