Publisher's Synopsis
Enduring Passion is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today′s presidents and kings, with a symbol more widely recognised than the Christian cross. It is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes–Benz.
Beginning with Karl Benz and Gottlieb Daimler′s parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years (including the birth of Daimler′s Mercedes insignia) before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes–Benz through the Nazi years to its near–destruction in 1945, its post–war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes–Benz is today.
Pivotal moments like the A–class ′Elk test′, the merger with Chrysler, and the arrival of CEO Dr Eckhard Cordes are all part of the brand′s recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined.
Richly illustrated with previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes–Benz. For marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a badge and a brand.
