Reading tea leaves or chicken entrails is difficult business because it leaves so much open to interpretation. Reading the automotive marketplace is slightly less esoteric but fully as controversial. Right now, five trends, each based on a contradiction, are having a profound effect on the car business. They are:

1. Brand Distinctiveness/Brand Portfolio
2. More Choice/Less Choice
3. High Growth/Low Reality
4. Brand Value/Insane Discounting
5. Low Risk/High Reward

We say they are impacting the car business yet we believe most people in business today will recognize them. Chances are, you can identify with all five to a greater or lesser degree.

How can you rise above these trends or turn them to your advantage? How do you balance the drive for cost efficiency with your desire to build a world class brand? Start by seeing, clearly and honestly, how customers perceive your brand. And use that information as a first step toward making your brand world class. We have a way of looking at brands that should help. It’s called the Brand Trianglesm.

In any event, your task is to understand these obstacles to success and find a way past them. This week we will cover…