Authors

By Mary AbbaziaMary AbbaziaBy Tom SpitaleTom SpitaleBy Sean WelhamSean Welham

The last episode of Season 3 unpacks the interesting cases of Lexus and the Volkswagen Phaeton. These two brands — one a colossal success and the other a notorious failure — show how two companies attempting to do the same thing took divergent paths. See the specific strategic planning moves that led to Lexus’ legendary success, and how Phaeton did the exact opposite — to it’s immediate and lasting detriment.

About the Author

Mary Abbazia

Mary Abbazia is a strategic marketing consultant. Along with her partners Tom Spitale and Sean Welham, they help an impressive list of b2b clients differentiate their products and services through their work at Impact Planning Group. Tom and Mary are co-authors of the firm's book The Accidental Marketer, published by Wiley.
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About the Author

Tom Spitale

Tom Spitale is a strategic marketing consultant. Along with his partners Mary Abbazia and Sean Welham, they help an impressive list of b2b clients differentiate their products and services through their work at Impact Planning Group. Tom and Mary are co-authors of the firm's book The Accidental Marketer, published by Wiley.
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About the Author

Sean Welham

Sean Welham has worked extensively around the world in business-to-business strategic marketing. His work as a speaker, trainer, and consultant is predominantly in the technical and scientific arena with clients ranging from jet engines to oil and gas production and from agricultural chemicals to pharmaceuticals.
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