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