Over the years, Kia’s products have improved yet perceptual challenges lagged behind the reality. As a lead strategist, I shephered a company wide brand repositiong aimed at establishing creidblity for the auto manufacturer. Working with global product, design and marketing teams in additon to a network of partner agencies, we successfully evolved Kia’s perception through a cohesive multi-year brand strategy that embeded the ‘playfully youthful’ core brand elements across all major touchpoints.