Jeep Earns Official ‘Cult Brand’ Status From The Gathering
Jeep has recently attained “cult status” with a formal”2018 Cult Brand” notice courtesy of The Gathering.
This honor, bestowed by The Society of Cult Brands, is quite befitting for the Jeep brand. For those of you who may be unfamiliar with it, this group is interested in the art of brand-building and includes common names like Beats By Dre, Snickers and Vans. The tidbit that makes this honor all the more exciting is that Jeep is the first and only automotive brand to be recognized by the group.
The annual awards are given out at the group’s annual February gathering called, ironically called The Gathering, in Banff, Alberta, Canada. The first awards event took place four years ago in 2014.
Jeep is one of eight 2018 honorees, which also includes brands like PlayStation, Gatorade and Jack Daniel’s Whiskey.
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According to FCA, Jeep earned the status from The Gathering as a result of its “outstanding courage, and unconventional thinking, in achieving enviable brand engagement and reaping the benefits of cult-like status.”
Chris Kneeland, The Gathering co-founder and Chair of the Brand Selection Committee, says that Jeep has truly earned this status. Although other automotive brands have been nominated throughout the years, he says that Jeep is an iconic brand with cars that really stand apart from others in the automotive category.
In many places, “Jeep” is the same as an off-roader and used as interchangeable terms. Not many brands can say that they have reached that point of dominance to have become a generic term for the product.
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Peep the official Jeep Super Bowl commercial entitled “Anti-Manifesto” below to see this beast show off its off-road prowess.
The caption reads: “When you make the most capable Jeep Wrangler ever, you could talk about it, or you could just let it speak for itself. The All-New 2018 Jeep Wrangler.”
The caption goes on to honor Jeep for having been associated with freedom, passion, adventure and authenticity for the past 75 years. Jeeps are “vehicles for ‘dreamers and doers'”, which many of us can agree with. These extraordinary off-road machines create an unmistakable bond between themselves and their owners. Why or how, you may ask? Well, it’s written right there in the caption too: “because adventure is found in every Jeep vehicle’s DNA,” the caption adds.
The Anti-Manifesto ad perfectly demonstrates the idea that you don’t have to really say much about Jeeps for people to understand what they are and what the brand stands for. Check it out!
Do you agree with Jeep that its badge stands for “more than a brand… it’s a badge of honor?” Let us know your thoughts on Jeep as a brand altogether, and how you feel about its newly acclaimed “cult status.”