Premiering early in the fourth quarter of this year’s Super Bowl was this gem from Fiat-Chrysler:
Branding 101: To sell your product, sell an emotional attachment.
Ram doesn’t bombard us with horsepower figures, fuel-economy numbers or amount of cup-holders. Ram sold us the idyllic lifestyle of a farmer, and it worked.
The viewer sees himself as a farmer; sees Ram trucks as work trucks, as opposed to posing status symbols. The result, the viewer wants sees themselves as that hard-working farmer, painting Ram trucks as the vehicle for their self-perception.