Find strength in apparent weakness with great marketing

The transcript discusses the innovative advertising campaign for the Volkswagen Beetle in the US, led by Bill Bernbach. At a time when the American car market favored large, flashy vehicles, Bernbach's 'Think Small' campaign stood out by promoting the Beetle's simplicity and uniqueness. This approach resonated with the changing cultural sentiments of the era, leading to a successful marketing strategy that capitalized on the car's perceived weaknesses by highlighting its strengths.

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