Non-linear stories drive brand-building at Volvo USA

Volvo USA, the automaker, has enjoyed clear benefits from adopting a "non-linear" storytelling approach in its advertising.

Volvo Car USA, a challenger brand in the American automotive category, believes that an atypical approach to storytelling can help it overtake many larger rivals in the marketing fastlane.

"We're a small brand," explained Bob Jacobs Head/Marketing, Communications and Product Strategy at Volvo Car USA. "We're a half-a-point brand in the US, so we do have to do things a little bit differently to stand out."

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