Making a Brand Promise
The other day I had a mini-epiphany. I walked past a Volvo wagon (in my defense, it was a "sportier" Cross Country) and thought "I would be OK driving that". Maybe it's the impending second child, maybe it's the fact that I've already been driving a full-on dadmobile for 4 years anyway, but suddenly the Volvo seemed like a good fit. Certainly, part of the switch in my head is due to their age-old message of safety being more relevant to me now than in the past. While I could professionally appreciate the amazing work done for years and years by AMV/BBBO, I never found it really relevant to me. However, I must admit being immensely impressed by Volvo's recent announcement that they are aiming to prevent any injuries or deaths in Volvo vehicles by 2020. Now that's an impressive claim and a new way to take their promise of safety to a new level. I may, of course find myself in a Volvo before 2020, with the same hope. But it made me wonder what other brands have made such bold pronouncements and actually lived up to them?
