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My husband drives quite a distance for his daily commute, all freeway miles. He sees all sorts of things on the road, from the funny to the dangerous, and often shares his stories with me.
Last Friday he was telling me about a truck he had seen on the road that day. He had a colleague riding with him and it took them a few minutes to figure out what they were looking at ... a big rig with two trailers carrying cars.
What caught their initial attention was its appearance; it was spotless.
What made it look so different from the many other car carriers seen on the road? In addition to its pristine appearance, there was no sign of its cargo; the sides of the trailers were draped in canvas colored to match the truck cab. So if they couldn't actually see them, how did they know there were cars on board? Written across the side of the truck was the name of a luxury line of vehicles ... and nothing else. Simple. Clean. Making a statement.
The American Marketing Association (AMA) defines branding as "a name, term, design, symbol or any other feature that identifies any
one seller's good or service as distinct from those of other sellers".
The brand guidelines for this particular company include the following: "A company that is focused and passionate ... a keen appreciation for a rich quality of life ... focused on what matters most to the luxury customers .... why we don't simply produce fine cars but pursue perfection to create the finest luxury vehicles on the road..."
Keeping all of this in mind, would you expect them to transport their vehicles with anything other than the greatest care? While it may not fall under the marketing category of the company budget, the truck is definitely a rolling billboard for the company ... in more ways than one.
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