'Marketing can't be made up': Volvo's brand chief wants communications to mean something

We've all seen glossy advertising campaigns that seem a world away from the reality of the product. But for Volvo, marketing must reflect what is actually happening inside the company. "I think one of the major things is marketing cannot be about making stories. It has to be genuine and real. So you need to actually, do change, not say you are changing," Bjorn Annwall, the car company's senior vice president of strategy, brand and retail, told CNBC's James Wright.
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