How Jeep's CMO Propelled the Brand Forward by Looking Backward on Its 75th Anniversary

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For its 75th anniversary this year, Jeep handed its customers the keys and let them drive the brand message.

Bringing its "We don't make Jeep, you do" mantra to life, the iconic nameplate shared anecdotes from more than 20,000 enthusiasts across a dedicated microsite and social platforms. Among #MyJeepStory contributors: veterans who had driven Jeeps during their military service; owners who had taken the vehicles on the rugged trails of Moab, Utah; and a millennial woman who loaded her "pack" of rescue animals—dogs, cats and ducks—into a Renegade for wilderness excursions.

Robert Ascroft

"Giving owners and fans the opportunity to tell their own story adds an emotional lens that ties them directly to the brand," says Olivier François, CMO at Jeep parent Fiat Chrysler.



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