Like many of you, I have owned a Jeep. Mine was a 1996 Jeep Cherokee. I remember the experience like it was yesterday. I recall the comfort, understated ruggedness, stylish interior and overall satisfaction. I did not know it at the time, but I would become what today I refer to as a brand champion. So it was with joy that I recently learned of Jeep's 70th year anniversary.
Although I have owned other brands since that time, I still have a special place in my heart for my Jeep. I anticipate that some day I will own another. Every brand hopes that they will connect with the right internal and external stakeholders who will remain loyal to the brand. In the case of Jeep that is me and tons of others.
The problem is that most brands commit the ultimate brand sin by trying to be all things to all people. As we know, or should know, that results in the brand being nothing to no one. Sustainable brands understand who they are and what they stand for. They know how to live their brand based on mission and core values.
They develop a brand strategy which allows them to connect with others who share similar believes. Jeep gets that as well as any brand. As a result, they get to see age 70 and are expected to live many more years. Probably beyond any of us.
Nice topic and post, as we were just talking about what things can happen in the medicine industry.
Posted by: MBT Online | August 02, 2011 at 04:37 AM
Every brand hopes that they will connect with the right internal and external stakeholders who will remain loyal to the brand. In the case of Jeep that is me and tons of others.
Posted by: pandora chrams | July 31, 2011 at 08:13 PM
The problem is that most brands commit the ultimate brand sin by trying to be all things to all people. As we know, or should know, that results in the brand being nothing to no one. Sustainable brands understand who they are and what they stand for.
Posted by: cheap tory burch | July 31, 2011 at 08:00 PM
Jeep gets that as well as any brand. As a result, they get to see age 70 and are expected to live many more years. Probably beyond any of us.
Posted by: ray bans | July 31, 2011 at 07:59 PM