One of the coolest things about brands is how they serve as symbolic devices. This is nothing new and it makes intuitive sense. If you see a guy driving around on a Harley, you'll likely connect the dots that he has a little bit of "freedom" and "rebellion" and in him. See a girl wearing Lululemon tights, you'll likely assume she is into health and exercise, and is seeking some balance in life.
![](//3.bp.blogspot.com/-V5CKF2hbcGk/VFOvLdyeY8I/AAAAAAAAB5A/ph3F0C_yLpg/s1600/Screen%2BShot%2B2014-10-31%2Bat%2B11.47.56%2BAM.png) |
Lulu's and Harleys |
A lot of research has been done on this topic and authors like John Quelch have written very eloquently on how some brands (e.g. McDonald's and Coke) even serve as
globalization/Americana symbols on the geo-political stage. Combatting Coke and Pepsi's Americana is actually the raison d'etre of French-based competitor Mecca Cola.
![](//3.bp.blogspot.com/-hUvxN6-iUtw/VFOu2Kjqt7I/AAAAAAAAB44/4k9AytdKl0I/s1600/Screen%2BShot%2B2014-10-31%2Bat%2B11.56.38%2BAM.png) |
Mecca Cola Coke Pepsi |
Several years ago, a buddy of mine told me the story of the symbolism of 3 car brands. Since I couldn't find this story anywhere on the net, I decided to post it here so that it can immortalized on the Net- or at least on the
MackalskionMarketing blog!
BMW- "I play the game well."
Mercedes - "I've mastered the game."
Rolls Royce- "I've made the rules of the game."
![](//1.bp.blogspot.com/-2lT-39VQPEs/VFOvUJLR7mI/AAAAAAAAB5I/K-kKwYSQjjQ/s1600/Screen%2BShot%2B2014-10-31%2Bat%2B11.49.45%2BAM.png) |
"I play the game well" - "I've mastered the game" - "I made the rules of the game" |