Jeep Unveils New Cherokee and Tagline

Posted by Shirley Brady on June 10, 2010 05:31 PM

The 2011 Jeep Grand Cherokee spot, which will start running on U.S. TV networks tomorrow, also unveils a new tagline — "The Things We Make, Make Us" — that shows that this is as much of an image campaign for the entire brand as it is a promotion for the new Cherokee.

Coming as it does on the heels of a massive recall this week, the tagline aims to evoke the brand's pride in its craftsmanship and heritage — hence the spot's "Manifesto" moniker.

Michael Manley, the Chrysler-owned brand's president and CEO, comments in a blog post today: "This isn’t a vague mission statement; it’s a guiding philosophy of the Jeep brand that we have put into practice."

Take a look and let us know if you think it achieves that lofty goal.

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Comments

Bill Backus says:

Well Shirley it looks like you wrote yet another good conversational piece - especially with this one. "The Things We Make, Make Us" - wow, I have to say it's been a good while (Apple's Think Different campaign) since I've come across an endearing guiding philosophy communicated via TV.

Jeep, which I am not a fan of at all, hit on something that was very inspiring to me as an overall consumer - which is things Made in America are more likely to be consumed by me. For the past few months I've been trying to cleanse my consuming ways and pay close attention to brands made in America. Is this a trend that other consumers are seeing and becoming involved with - I'm not sure. But one things for sure you can probably catch me buying a Jeep - if they go green

I think time is going to have to tell on this one - wether or not Jeep actually follows through with their philosophy or not. I can tell you one thing, making this move brings HUGE responsibility for the brand. If they don't meet and exceed consumer perception they will fail miserably. GOOD LUCK JEEP - I'm cheering for you!

June 10, 2010 06:21 PM #

Shirley Brady (editor, brandchannel) says:

Ha; thanks, Bill! Thoughts on the Chevy naming flap in the post above?

June 10, 2010 07:45 PM #

A Sauer says:

I don't know, I think Jeep remains a little lost with its identity and its previous brand champions are disconnected. For one, the brand has too many models with little differentiation. The Compass and Commander and Patriot and Liberty AND new Cherokee? The Wrangler's a classic but now the Rubicon seems to be cannibalizing its "Jeepness." All of these models have yuppified and soccer-mom-ed the brand. The spirit behind the old basic square Cherokee, the one Jeep made for 20 years and was wildly popular, seems lost. What separates Jeep now from any other automaker with a bunch of SUVs with aspirational, focus-grouped names.

June 10, 2010 09:41 PM #

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