A brand reading
Jeep.
Explorer Go anywhere.
Jeep’s brand position has not changed materially since the Willys MB hit Normandy. The Explorer’s tell is that the product still works the way it worked when the archetype was first articulated. The seven-slot grille is the signature; the off-road capability is the proof.
The reading.
Explorer with a Hero counterweight, expressed.
- Character
- Explorer
- Drive
- Adventure, freedom, novelty, self-discovery, discovery.
- Fear
- Restraint, stillness, entrapment, confinement, caution.
- Strategy
- Invite people to explore the brand, the world, and ultimately themselves.
- Counterweight
- Hero
- Opportunity
- SUVs sold comfort. Go-anywhere was a lane no one held.
- Diagnostic
- Expressed
The Explorer that still works the way it always did. The seven-slot grille is the signature and the off-road capability is the proof; Jeep argues by where it shows up. The Hero counterweight is the wartime origin it never fully sheds.
Famous spot
Take Every Road, 2018