It’s a Jeep thing.

As a new Jeep owner I feel compelled to write a short note about branding and community.  When I recently bought my ‘99 Wrangler, the previous owner mentioned something about you’re now part of a “club” as she put it.  “You’ll be amazed at how many people give you the Jeep wave” she said.   Fast forward a couple of months and now I get it.  Its bigger than just a club.  I am part of the Jeep Nation.

A group of loyal owners, we never hold meetings, there are no ID cards, and no official rules, ethics, or code of conduct.  But don’t be mistaken it is as strong as any fraternity, civic organization or even some religions.  You see this community is held together by a brand that has been around (virtually unchanged) for over 60 years.  Its brand personality is fun - plain and simple.  In fact the new Jeep campaign asks its owners to “Have Fun Out There”.  And I do!

Loyal consumers have a tendency to coalesce around strong brands and will ultimately form these communities that are tightly held together by the brand promise or the Jeep experience.  An experience that is universal - yet personal for each owner.  Jeep owners don’t know each other, but yet we always wave.  We may not know each other’s name, but we can talk for hours about our Jeeps.  And at the core of our being there is surely some strand of DNA that is probably shaped like a J that bonds us together.

When the product and its story is strong enough to create community, consumers will want to be a part of this brand experience.  And if you’re not in the community…well as the bumper sticker says…”It’s a Jeep thing, you wouldn’t understand”.   If you want to be a strong brand, tell a good story, create a great brand experience, and get people talking.

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