‘Simple is the hardest thing to achieve’: Peugeot’s marketing lead on a brand-led future

Peugeot wants its marketing to enrich customers’ lives rather than intrude upon it – as it puts greater emphasis on brand building in an industry where there’s “a lot” of product-led marketing.

Its outgoing marketing director Kristian Cholmondeley, who is set to become the managing director at Jeep in November, believes too many people were “buying the product, not the brand” in the past and has set about making Peugeot feel more “branded” to build greater brand recognition.