Masochistic marketing : not one of Volvo Australia's safest strategies?

The marketing approach used by Volvo to debunk the stigma of "Bloody Volvo Driver" in the Australian marketplace appears to be a rare approach and could be perceived to some extent as being 'masochistic'. A masochistic marketing approach, as coined by the authors of this paper, is a high-risk venture. It is a challenging and a demanding initiative because it plays on the humiliation of the corporate image itself. The core idea of the masochistic marketing approach violates, or at least appears to oppose, the fundaments of marketing. The underlying idea is to tum a stigmatised image in the marketplace into something useful and valuable in forthcoming marketing and business activities, however, in the process that corporate image may deteriorate even further.