The newly appointed chief marketing officer (CMO) of Rivian Automotive Inc., Jennifer Prenner, is faced with the formidable task of building the company brand in North America with a view to enhancing sales. Developing a comprehensive marketing communications strategy is the primary means of building the brand, but the operating environment in May 2024 is a challenge: EV interest is waning and there are large-scale issues with EV adoption. Rivian’s brand has rested on an outdoorsy, adventurous, exciting, mystique in the minds of consumers. The communications plan has favoured social media and community building, eschewing traditional automobile advertising. Given the context of the larger EV market and Rivian’s existing brand, how should Prenner position Rivian in the marketplace and in the minds of consumers? The new product launch is set for June 2026, and Prenner must have the plan developed and ready for execution by October 2025.
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