Last fall, Porsche unveiled the $100,000+ Panamera, its first-ever entry into the highly competitive luxury sedan market. In the best of times, this new four-door sports car would have its obstacles. But in the midst of the worst recession in American history, the Panamera faced something else altogether. So instead of selling just another luxury car, Porsche Cars North America and its agency Cramer-Krasselt set out to sell a set of principles – a belief system that has guided the Porsche brand for six decades – to reinforce the ties insiders had with the brand and help outsiders discover they had more in common with Porsche than they knew.