I came across this image today of an advertising campaign from Jeep. It’s very simple, but brilliant!
When you see the simple box, never on a flat surface (which is the key to the campaign), with a P and Jeep written inside, what comes to mind?
Maybe: The idea that Jeeps are so rugged that they can be parked anywhere.
Or: If you own a Jeep you don’t have to follow the normal rules of parking.
This is the Jeep brand.
The campaign is a great example of knowing and understanding your brand. I speak with many business owners and marketers that don’t understand their brand. When I ask them about their target market, I often hear: “Are target market is everyone.” Which is then typically followed with, “We don’t want to limit ourselves.” To me this tells me they don’t have a solid idea of who their products and brand would appeal to.
Not too long ago I had a meeting with a potential client and after the 1.5 hour meeting, I left still not really knowing what the company brand meant to the owner. This was the owner. Do you think his employees understood the brand?
To go back to the Jeep campaign. It didn’t take a lot of money or a lot of show. It’s just plain and simple, and yet it exemplifies the Jeep brand. Advertising like this can only be achieved when you fully understand your brand.
How well do you know your brand??