What originated as a fun, thought-provoking post about my family's Easter trip to NYC for the International Auto Show became an eye-opening thread of unfiltered brand love. 59,816 impressions, 922 likes, and 133 comments later, it's clear Subaru understands branding.
Turns out that clearly standing for something makes a difference. Who would have known? (cheeky smile)
"Tribe," a book by Malcolm Gladwell, explores the human need for community, connection, and a sense of belonging. This need is fulfilled through shared experiences and common identities. It's safe to say the Subaru brand has achieved this in spades, and that was on full display at the auto show. I was in awe.
While other manufacturers at the show were busy touting speed, fancy leather, and larger touchscreens in their latest models, Subaru was doubling down on shared experiences, common identities, and a clear purpose that positioned their mission and customers as heroes. I expected to be dazzled by dream cars, and here I was taking pictures of the Subaru booth.
This, my friends, is how successful, stand-out brands are built.
It's not about sexy features. It's about having a clear purpose and building a tribe.
Wait, Bill, hold up — isn't this a B2B newsletter?
Fun fact: B2B brands are built on the same foundation.
Act accordingly.
Bill Kenney
R O I O F B R A N D I N G
Source: The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies, Figure 29
Even 10 years after its initial publication, The Long and the Short of It by Les Binet and Peter Field remains the source of effectiveness in marketing. They found that Share of Voice (aka brand awareness) is the most important driver of long-term growth. And brands that had more market share but lacked brand awareness? Their market share tended to shrink.
"The Flippening is the magical moment when B2B businesses realise that brand marketing creates much more financial value than so-called 'performance marketing.'" B2B brands like Salesforce, Asana, MailChimp, and ServiceNow are starting to lean all-in on brand. We love to see it.
"At the core, business decision-makers are still human beings who respond best when marketing connects with them emotionally and solves real problems they face."
The former global head of brand at Rivian personally onboarded every employee. "If you're global head of brand, you wouldn't allow the brand to be misconstrued by some leaders, or even people responsible for quality control." Brands that fail to be authentic in the values they claim threaten consumer trust across industries. Brand isn't just a nice coat of paint; it needs to be the foundation of the organization.
