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 five-layer reading.
- 01 Motivation
- Explorer. Go anywhere.
- 02 Mind
- ESTP
- 03 Temperament
- Choleric
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Capable, action-oriented, comfortable with the rough. The brand argues by where it shows up, not by what it says.
Famous spot
Take Every Road, 2018