Taking The Transformational Approach – Todd Taylor, Radius at CES2018

As industries transform so must companies, and as they do so in turn will the way their customers see them. Brand transformation is as inevitable a part of the journey as the technology or the business model. In the automotive industry, many companies’ brands rest squarely on the driver experience, being connected to the road, through the sound of the engine, the tactile feel and feedback through the steering wheel, the connection to the drive train through the stick shift.