{"id":23567,"date":"2025-04-15T12:50:41","date_gmt":"2025-04-15T12:50:41","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=23567"},"modified":"2025-04-15T12:50:44","modified_gmt":"2025-04-15T12:50:44","slug":"volkswagen-ad-campaigns","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/volkswagen-ad-campaigns\/","title":{"rendered":"How Volkswagen Built a Brand by Working Its Quirks"},"content":{"rendered":"<h2><b>Quick Summary<\/b><\/h2>\n<ul>\n<li><span style=\"font-weight: 400;\"> Volkswagen embraced its quirks early\u2014and built a brand voice around humility, simplicity, and self-awareness.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> \u2022 The early &#8220;Think Small&#8221; and &#8220;Lemon&#8221; campaigns redefined advertising through radical honesty and visual restraint.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> \u2022 The New Beetle revival proved VW\u2019s personality-first strategy still resonated decades later.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> \u2022 Across decades, VW\u2019s success came from turning offbeat traits into strategic storytelling.<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Volkswagen\u2019s success wasn\u2019t built on power or prestige. It was built on personality. From the lumpy, lovable Beetle to the joyful relaunch of the New Beetle, VW stayed true to one strategy: <\/span><b>own your quirks<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This case study explores how the brand turned perceived disadvantages into defining strengths\u2014and why working the quirk <\/span><i><span style=\"font-weight: 400;\">still <\/span><\/i><span style=\"font-weight: 400;\">works.<\/span><\/p>\n<h2>How Did Volkswagen Build a Brand Around Its Quirks?<\/h2>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23570 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/multiple-colorful-Volkswagen-cars-parked.jpg\" alt=\"multiple colorful Volkswagen cars parked\" width=\"780\" height=\"360\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/multiple-colorful-Volkswagen-cars-parked.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/multiple-colorful-Volkswagen-cars-parked-300x138.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/multiple-colorful-Volkswagen-cars-parked-768x354.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.youtube.com\/watch?v=FwR-_QA6eJM\"><i><span style=\"font-weight: 400;\">The competition<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">The original Beetle was small, slow, and strange beside the muscle cars and chrome giants of 1950s America\u2014in other words, a hard sell. Most brands would have disguised the weirdness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Volkswagen made weird wonderful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With agency Doyle Dane Bernbach (DDB), VW introduced a new kind of car ad: quiet, self-aware, and unexpectedly funny. They leaned into the Beetle\u2019s odd shape and modest size\u2014and made buyers feel smart for seeing its value.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of chasing trends, VW turned its quirks into assets. Each ad deepened the brand\u2019s voice: smart, dry, and refreshingly direct. The strategy worked because it came from who the company really was.<\/span><\/p>\n<h3>&#8220;Think Small&#8221;<\/h3>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23571 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-small-black-volkswagen-car-with-the-caption-22think-small22.jpg\" alt=\"poster of a small black volkswagen car with the caption think small\" width=\"500\" height=\"636\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-small-black-volkswagen-car-with-the-caption-22think-small22.jpg 500w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-small-black-volkswagen-car-with-the-caption-22think-small22-236x300.jpg 236w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In 1959, American car buyers craved size. Long bodies, loud engines, and layers of chrome defined success. Automakers sold excess as aspiration.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Volkswagen showed up with a compact curveball. The Beetle\u2019s minimalist design and modest engineering challenged every norm on the road.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Think Small&#8221; reframed the conversation. The ad laid out the benefits of small in plain terms: fewer fuel stops, easier parking, lower repair costs, and lasting reliability. Small became smart.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign crowned intelligence over indulgence. It gave Volkswagen a distinct point of view\u2014and drivers a new way to define value.<\/span><\/p>\n<h3>&#8220;Lemon&#8221;<\/h3>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23572 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-with-a-white-and-white-photo-of-a-volkswagen-car-with-the-caption-22lemon22.jpg\" alt=\"poster with a white and white photo of a volkswagen car with the caption lemon\" width=\"500\" height=\"644\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-with-a-white-and-white-photo-of-a-volkswagen-car-with-the-caption-22lemon22.jpg 500w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-with-a-white-and-white-photo-of-a-volkswagen-car-with-the-caption-22lemon22-233x300.jpg 233w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">A year later, VW pushed the strategy further with an ad that called its own car a lemon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The headline read: &#8220;Lemon&#8221;. The image showed a black Beetle, and the copy explained that the car had been pulled from final inspection over a small chrome defect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The message: This Beetle would never reach a customer\u2014because VW\u2019s quality control was that strict.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It flipped expectations. Instead of hiding its flaws, the company advertised them as proof of standards.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23573 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-basketball-player-getting-on-a-white-volkswagen-car.jpg\" alt=\"poster of basketball player getting on a white volkswagen car\" width=\"500\" height=\"694\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-basketball-player-getting-on-a-white-volkswagen-car.jpg 500w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-basketball-player-getting-on-a-white-volkswagen-car-216x300.jpg 216w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<h3>\u201cIt\u2019s Ugly, But It Gets You There\u201d<\/h3>\n<p><span style=\"font-weight: 400;\">Volkswagen made self-deprecation sound like confidence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the 1970s, they called their own car ugly\u2014and people loved them for it. The headlines admitted the Beetle wasn\u2019t much to look at, then went straight to function: it gets you there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The message was simple: VW valued performance over appearances. And so should you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All three campaigns trusted the audience\u2019s intelligence, respected their time, and built credibility through honesty. That tone became the DNA of the brand.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23574 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/volkswagen-car-poster-with-the-caption-22ugly-is-only-skin-deep22.jpg\" alt=\"volkswagen car poster with the caption ugly is only skin-deep\" width=\"500\" height=\"666\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/volkswagen-car-poster-with-the-caption-22ugly-is-only-skin-deep22.jpg 500w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/volkswagen-car-poster-with-the-caption-22ugly-is-only-skin-deep22-225x300.jpg 225w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u201c<\/span><\/i><a href=\"https:\/\/swipefile.com\/volkswagen-beetle-ugly-ad\"><i><span style=\"font-weight: 400;\">It\u2019s ugly<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.\u201d<\/span><\/i><\/p>\n<h2>What Made This Campaign Different from Others?<\/h2>\n<p><span style=\"font-weight: 400;\">&#8220;Think Small&#8221;, &#8220;Lemon&#8221;, and \u201cIt\u2019s Ugly\u201d worked because, unlike other automakers at the time, VW\u2019s marketing veered away from flashy features to center on what it was not.\u00a0<\/span><\/p>\n<ul>\n<li><b>Radical transparency:<\/b><span style=\"font-weight: 400;\"> They pushed the advantages of size in \u201cThink Small,\u201d and used &#8220;Lemon&#8221; to spotlight quality control, not flaws. \u201cIt\u2019s Ugly\u201d acknowledged that it wasn\u2019t the most beautiful car on the road, but it was the workmanship that counted.<\/span><\/li>\n<li><b>Self-awareness:<\/b><span style=\"font-weight: 400;\"> The campaign acknowledged it was marketing\u2014and made fun of that, too<\/span><\/li>\n<li><b>Strategic simplicity:<\/b><span style=\"font-weight: 400;\"> Every element served the message. No fluff<\/span><\/li>\n<li><b>Cultural timing:<\/b><span style=\"font-weight: 400;\"> As American consumers shifted from excess to practicality, VW\u2019s voice fit the moment.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23575 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-man-pushing-a-volkswagen-car.jpg\" alt=\"poster of a man pushing a volkswagen car\" width=\"780\" height=\"660\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-man-pushing-a-volkswagen-car.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-man-pushing-a-volkswagen-car-300x254.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-man-pushing-a-volkswagen-car-768x650.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u201c<\/span><\/i><a href=\"https:\/\/pages.charlotte.edu\/visualrhetoric\/projects\/individual-projects\/think-small-advertising-campaign\/\"><i><span style=\"font-weight: 400;\">See? We think of everything.<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">\u201d\u00a0<\/span><\/i><\/p>\n<h2>What Results Did the Campaigns Achieve?<\/h2>\n<p><span style=\"font-weight: 400;\">Volkswagen\u2019s refreshingly honest approach worked:\u00a0<\/span><\/p>\n<ul>\n<li><b>Sales growth:<\/b><span style=\"font-weight: 400;\"> U.S. Beetle sales topped 500,000 by 1968.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">\u2022 <\/span><b>Industry revolution:<\/b><span style=\"font-weight: 400;\"> It helped spark the 1960s \u201ccreative revolution\u201d in advertising.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">\u2022 <\/span><b>Ad industry acclaim:<\/b><span style=\"font-weight: 400;\"> &#8220;Think Small&#8221; was named the No. 1 ad of the 20th century by Ad Age.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">\u2022 <\/span><b>Brand legacy:<\/b><span style=\"font-weight: 400;\"> VW became synonymous with wit, integrity, and consistency.<\/span><\/li>\n<\/ul>\n<h2>How Did Volkswagen Evolve the Brand?<\/h2>\n<p><span style=\"font-weight: 400;\">VW evolved\u2014but never abandoned its voice.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23576 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-colorful-volkswagen-car.jpg\" alt=\"poster of a colorful volkswagen car\" width=\"500\" height=\"642\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-colorful-volkswagen-car.jpg 500w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/poster-of-a-colorful-volkswagen-car-234x300.jpg 234w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Leaning into Flower Power.<\/span><\/i><\/p>\n<h3>1960s: Focus on timeless design<\/h3>\n<p><span style=\"font-weight: 400;\">Volkswagen began advertising that <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=tc-kekzH2dU\"><span style=\"font-weight: 400;\">a Volkswagen was never changed to make it look different<\/span><\/a><span style=\"font-weight: 400;\">, only to make it work better.\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cIf you owned an 8-year-old Volkswagen and had it washed every now and then, who would know it was an 8-year-old Volkswagen\u2014except you?\u201d<\/span><\/p><\/blockquote>\n<h3>The \u201890s: The New Beetle<\/h3>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23577 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/a-new-green-beetle-car-by-volkswagen.jpg\" alt=\"a new green beetle car by volkswagen\" width=\"780\" height=\"516\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/a-new-green-beetle-car-by-volkswagen.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/a-new-green-beetle-car-by-volkswagen-300x198.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/a-new-green-beetle-car-by-volkswagen-768x508.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Fast forwarding to 1998, Volkswagen brought back the Beetle\u2014still playful, round, and self-aware.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The \u201cDrivers Wanted\u201d campaign positioned it as expressive, not flashy. Commercials used upbeat music, vibrant colors, and a flower vase on the dash to create something cheerful in a sea of grayscale sedans.<\/span><\/p>\n<p><b>The results:<\/b><b><br \/>\n<\/b><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Over 80,000 units sold in the U.S. in its first year<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Renewed media attention and public affection<\/span><\/li>\n<li><span style=\"font-weight: 400;\">A revitalized brand image<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The New Beetle proved the original strategy still worked. Quirky still meant credible\u2014when it was honest.<\/span><\/p>\n<h2>Why Has Volkswagen\u2019s Quirky Strategy Worked for Over 60 Years?<\/h2>\n<ul>\n<li><b>Defined difference:<\/b><span style=\"font-weight: 400;\"> VW didn\u2019t chase trends. It stuck to its identity.<\/span><\/li>\n<li><b>Clarity in tone:<\/b><span style=\"font-weight: 400;\"> Every campaign sounded like Volkswagen.<\/span><\/li>\n<li><b>Creative freedom:<\/b><span style=\"font-weight: 400;\"> Strong agency partnerships empowered bold, focused ideas.<\/span><\/li>\n<li><b>Audience respect:<\/b><span style=\"font-weight: 400;\"> VW assumed its customers were smart\u2014and wrote accordingly.<\/span><\/li>\n<li><b>Visual discipline:<\/b><span style=\"font-weight: 400;\"> From minimalist print to cinematic TV, the brand always looked like itself.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23578 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/two-men-sitting-on-a-couch-from-the-show-mad-man.jpg\" alt=\"two men sitting on a couch from the show mad man\" width=\"780\" height=\"438\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/two-men-sitting-on-a-couch-from-the-show-mad-man.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/two-men-sitting-on-a-couch-from-the-show-mad-man-300x168.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/two-men-sitting-on-a-couch-from-the-show-mad-man-768x431.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.youtube.com\/watch?v=ojtMtIyD6dM\"><i><span style=\"font-weight: 400;\">Mad Men discussing \u201cThink Small.\u201d<\/span><\/i><\/a><\/p>\n<h2>What Can Marketers Learn from Volkswagen\u2019s Success?<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Highlight what makes your brand different:<\/b><span style=\"font-weight: 400;\"> Quirks are assets when framed with confidence.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Build a voice and stick to it:<\/b><span style=\"font-weight: 400;\"> Consistency builds trust.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Use humor to deepen credibility:<\/b><span style=\"font-weight: 400;\"> Real humor, rooted in truth, earns attention and loyalty.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Let creative strategy evolve without losing identity:<\/b><span style=\"font-weight: 400;\"> Your look may change\u2014your voice shouldn\u2019t.<\/span><\/li>\n<\/ul>\n<blockquote><p><b>Media Shower\u2019s AI marketing platform makes it easy to &#8220;Think Small&#8221;\u2014while making a big impact.<\/b><a href=\"https:\/\/www.mediashower.com\/user\/free_trial\"><b>Click here for a free trial.<\/b><\/a><\/p><\/blockquote>\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section id=\"recent-posts\" class=\"recent-posts\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/04\/got-milk-ad.jpg\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/got-milk-campaign\/\">Got Milk? 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