For its 75th anniversary this year, Jeep handed its customers the keys and let them drive the brand message.
In 2011, as Fiat struggled to reestablish itself in America after a near three-decade absence from the market, the Italian auto brand didn’t have to call some guy named “Tony” to pop the hood. Olivier François was available for—and as it has turned out, quite up to—the job.
The concept of brand values—as in selling something bigger than soda, cars and clothes—has been a recurring theme today at the ANA Masters of Marketing conference.
Eminem, Clint Eastwood, Paul Harvey and Ron Burgundy?Yes, Burgundy, the fictional anchorman played by Will Ferrell, is the latest celebrity to align himself to a Chrysler brand, in this case, the Dodge Durango, Chrysler chief marketing officer Olivier Francois said today at the ANA Masters of Marketing conference in Phoenix.