# Volkswagen CMO Reveals Partnership Strategy That Drove Emotional Connection at Advertising Week

*The brand positions collaboration as a core tactic, not an execution detail, to build affinity beyond product features.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-10-09.

Canonical: https://www.pops4.com/stash/articles/volkswagen-2026-10-09t18-7
Subject: Volkswagen
Tags: partnership marketing, emotional branding, co-branding, automotive marketing, community play, brand positioning

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Volkswagen's Chief Marketing Officer outlined at Advertising Week how the automaker drives emotional connection through strategic partnerships, according to Marketing Dive. The approach treats collaboration not as a tactical add-on but as a foundational element of brand positioning — a distinction that changes how physical product brands select and activate partners.

The CMO detailed how Volkswagen structures partnerships to amplify emotional resonance rather than simply extend distribution. Instead of one-off co-marketing pushes, the brand builds multi-touchpoint activations that let partners carry brand values into contexts where the product itself cannot go. The mechanic: find partners whose audience already holds the emotional state you want associated with your product, then create shared experiences that transfer that feeling to your brand.

This works because emotional connection to physical products rarely forms at the point of sale. Consumers build affinity through repeated exposure in contexts that matter to them — events they attend, communities they trust, content they consume. A car brand cannot be present in all those moments, but a well-chosen partner can. Volkswagen selects collaborators not by reach alone but by emotional alignment: partners whose brand equity in adventure, creativity, or community the automaker wants to borrow. The partnership then creates tangible experiences — not just logos side by side — that let the partner's audience experience Volkswagen's values before they ever see a dealership.

The small physical-product brand steal: identify one brand or creator whose audience feels the way you want customers to feel about your product. Reach out with a co-creation pitch — a limited product run, an event activation, a content series — where both brands contribute and both benefit. Budget: **$500 to $2,000** for co-branded packaging or a small batch co-designed product. The partner provides access to their audience; you provide the physical goods and fulfillment. Document the collaboration on both sides' channels. The emotional transfer happens when the partner's audience sees your product in a context they already trust, carried by someone they already follow.

For a mid-market brand with budget, run a quarterly partnership program. Allocate **$10,000 to $25,000** per partner for co-developed products, event sponsorships, or content integrations. Select partners in three categories: aspiration (where you want to be), affinity (where your best customers already are), and access (new audience segments you cannot reach alone). Structure each partnership with clear roles, co-branded assets, and shared KPIs — not vanity metrics but engagement depth and customer sentiment. Track whether partnership-exposed customers show higher lifetime value or advocacy rates than cold acquisition.

The broader pattern: physical products compete on emotional territory as much as functional. Partnerships let you rent emotional equity you have not yet built yourself. The move is not transactional co-marketing but strategic emotional positioning — borrowing the feeling a partner already owns and transferring it to your brand through shared, tangible experiences. The documented mechanic from Volkswagen shows that the selection and structure matter more than the media spend. Choose partners for emotional alignment, design for shared value, and activate where both audiences can experience the collaboration in context.

## The takeaway

Select partners for emotional alignment, then co-create tangible experiences that transfer their audience's existing affinity to your brand.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
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