Imagine you’re approaching an intersection where two cars are waiting side by side for the light to change. You’re in a hurry with cold groceries in your trunk. Do you pull in behind the BMW Z3 or the shiny new VW Beetle?
On the one hand, the Beetle is advertised as a “thoroughly modern take on an icon” that’s ahead of its time.
But it’s a Beetle.
On the other hand, the Z3 was replaced by the Z4 in late 2002. It’s an old model and probably has some miles on it.
But it’s a roadster. James Bond drove one in GoldenEye, remember?
You know your two quarts of ice cream are beginning to melt, so you slip in behind the Z3. The light turns green, and off speeds the Beetle, while the driver of the Z3 finishes her texting.
You just based your decision on a brand.
As you unload your milkshakes into the freezer, you berate yourself for assuming that people embody the brand virtues of the cars they drive.
But that’s what car companies are hoping for. It’s what every brand hopes for.
It’s why most of us will park next to a Mercedes-Benz thinking our doors won’t get dinged. That’s the power of a brand, even in a bad economy.
