Psst. You forgot a birthday. Several weeks ago, I heard a story on NPR about the 30th anniversary of the Chrysler Minivan. I bet that evokes an image in your mind? Or maybe a memory? Well as it turns out, there were a lot of people who expressed their nostalgic reminiscences, fond memories and personal stories about the car. For a product that was met with derision and doubt (some critics called downright ugly), it turned out to become a category creating, emotion-evoking, and much imitated icon of American culture – something that many marketers can only dream of!
What struck me was the outpouring of emotion for this unsexy vehicle. NPR received hundreds of photos and posts about the minivan across their website and social media channels – strangers compelled to share the connection to the brand – both visually (through personal images) and verbally (through expressive verbalizations). Most centered around family, vacations, togetherness, and the car’s symbol as a passage into adulthood (as the first car ever driven, or the car that signified parenthood). These memories and emotions are decades old, yet still so vivid and visceral for these consumers.
For me as a market researcher, this story underscored how important it is to really understand the emotional connections that consumers have with a brand. So often, we have preconceived notions about the consumer brand connection, but it really might be deeper or go in directions we never expect. Sometimes, marketers might be chasing a hip or cool position, when there’s something really authentic, and lasting, a little further beneath the surface. In the Chrysler Minivan’s case, 30 years worth of lasting.
