Faaez Samadi
Jul 25, 2017

Porsche: Daring to be ‘a bit mad’

‘Courage’ is at the core of Porsche’s brand identity. Carl Isenbeck, marketing director of Porsche APAC, explains why this attribute is also central to the carmaker’s latest marketing strategy.

Carl Isenbeck: Like one of the company's cars, a marketing team in APAC must be both fast and nimble.

The first thing to understand about Carl Isenbeck and his team is that Porsche, to them, is more than just a car. A lot more.

“I guess I’m a bit mad, as are most of the people at Porsche,” quips Isenbeck, who is marketing director of the firm in Asia-Pacific. “If they took a step back and said, Hey, this is only a car’, they might approach their job quite differently. But if you believe...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 2122 5227


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Meet Leticia, the somewhat dim domestic helper learning about her rights
7 minutes ago

Meet Leticia, the somewhat dim domestic helper ...

Singapore's Ministry of Manpower brings on Michelle Chong for a comedic take on promoting fair treatment of domestic helpers.

'Masculinity undone' and 'conceptual realism': Getty Images' visual trends
1 hour ago

'Masculinity undone' and 'conceptual realism': ...

Multiculturalism, LGBTQ representation and mental health awareness are the global search terms posting the sharpest increases from brand and agency customers of Getty Images.

A visit to Accenture's collective creative Digital Hub
23 hours ago

A visit to Accenture's collective creative Digital Hub

In a world of specialist setups, does a one-stop shop for design, data analysis and prototype production make sense?