Thursday, September 16, 2010 The power of a brand
It’s slightly battered and bruised. But I don’t think people feel sorry for me having to drive it. Because you see… it’s a ‘Lexus.’ An old one to be sure but I think it’s just getting broken in.
I’ve never had to touch the engine or transmission. It’s a model from the first year Toyota introduced the new Lexus luxury brand to the world. Yes it is old, and sure, its value rests somewhere between a new self-propelled lawnmower from Home Depot and a 10,000 BTU window air conditioner from Sears, but it is still a ‘Lexus’. That’s why people will never feel badly for me cruising down the highway in it. That might not be the case if I was in an old Ford Pinto, AMC Matador or even a late model Pontiac Aztek (I just had to include this modern day classic on the list) people may wonder about me. But they don’t.
That’s the power of a brand. The Lexus brand.
The relentless pursuit of perfection.
The carefully crafted image of the new Lexus brand began back in 1989 with a series of outstanding product demonstration television commercials on the LS400.
These spots touted the many fine attributes of this new breed of luxury automobile that was designed from the ground up to challenge the very best autos the world had to offer. Specifically Mercedes, BMW and Cadillac. The commercials were so well done that they continued for over a decade with the creative approach. The quality of the advertising mirrored the quality of the car. I don’t believe a more effective series of automobile commercials has ever been produced.
But we know that great advertising will only make a product fail faster unless the product makes good on its promise to the consumer. But after unleashing an army of Toyota engineers and spending $1 billion on development, Lexus more than made good on its promises. The LS model topped the JDPowers quality survey for 15 consecutive years and to this day consistently receives Consumer Reports highest rankings for overall vehicle quality and dependability.
The power of a great brand. Apple has it. Sony has it. NetFlix, Intel and Disney all have it. But Blockbuster, BP, Kmart and Circuit City don’t. How have the good brands become so well-respected? Simple. They make great products. They treat their customers right. And they create marketing communications that connect with their current customers and prospects. All easier said than done as many brands have found.
So the next time you see a 20-year-old Lexus rolling past you on the highway don’t be surprised. It’s still delivering on its brands promise of perfection.
advertising, brand, marketing in Brand 
Reader Comments (1)
My Land Rover Discovery has a ways to go. I blogged last year about it turning 100k and avoiding cash for clunkers. I have owned it for 10 years and just hit 113,000. Wish I could say I have had the good experience you have had for repairs. I have learned to live with the steady glow of the "check engine" light. While quality hasn't been that great, I still love the car and what the brand stands for.