Three-pointed star. Magic. Mystique. Mercedes-Benz. 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. This book 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 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 management changes at the top of the company 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Richly illustrated with some previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz.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.
"This book tells an honest story of a remarkable brand with vigour, intelligence and insight. I commend it to you." Giorgio Armani
"Butterfield's book will appeal to business and marketing people alike because it clearly demonstrates the vital relationship between business strategy and brand positioning. It is a fascinating read with important lessons for us all." Martin George, Chief Marketing Officer of British Airways
"Butterfield reveals that in fact Mercedes registered not one but two logos - a three-pointed star and a four-pointed one. Enduring Passion goes one further - it's a five star history of a truly great brand." Hamish Pringle, Director General, Institute of Practitioners in Advertising
"This great book on the Mercedes-Benz brand has real substance and style. It perfectly reflects the values of the cars - you should be proud to own either." Tim Ambler, Senior Fellow, London Business School
"A sumptuously illustrated history of an iconic global brand. Not only the triumphs but also the trials and crises, right up to today's challenges of complexity, quality and service." Patrick Barwise, Professor of Management and Marketing, London Business School
"This is not your usual book about a car marque. It's a Mercedes-Benz history, but seen through the prism of branding. It's compelling and beautifully presented - and a book plenty of car bosses should read." Richard Bremner, Autocar
The three-pointed star. Magic. Mystique. Mercedes-Benz. More people globally recognise the Mercedes badge than the Christian cross. The brand has survived mergers, crises, world wars and near extinction to become the choice of today's presidents and kings. This is the first time an expert has applied the very latest brand thinking to Mercedes-Benz, producing an honest and sometimes critical account of how the brand got where it is today. 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, its fall from grace in the early 1990s and its triumphant return to form under present CEO Eckhard Cordes. Butterfield poses key challenges for the brand today and explores possible solutions. Running through his analysis is solid theory on how brands are formed, defined, and how they evolve. Richly illustrated with previously unpublished photographs and references, Enduring Passion is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. And for marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a business, a badge and a brand.
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 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 management changes at the top of the company 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 some 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.
"This book tells an honest story of a remarkable brand with vigour, intelligence and insight. I commend it to you." Giorgio Armani
"Butterfield's book will appeal to business and marketing people alike because it clearly demonstrates the vital relationship between business strategy and brand positioning. It is a fascinating read with important lessons for us all." Martin George, Chief Marketing Officer of British Airways
"Butterfield reveals that in fact Mercedes registered not one but two logos - a three-pointed star and a four-pointed one. Enduring Passion goes one further - it's a five star history of a truly great brand." Hamish Pringle, Director General, Institute of Practitioners in Advertising
"This great book on the Mercedes-Benz brand has real substance and style. It perfectly reflects the values of the cars - you should be proud to own either." Tim Ambler, Senior Fellow, London Business School
"A sumptuously illustrated history of an iconic global brand. Not only the triumphs but also the trials and crises, right up to today's challenges of complexity, quality and service." Patrick Barwise, Professor of Management and Marketing, London Business School
"This is not your usual book about a car marque. It's a Mercedes-Benz history, but seen through the prism of branding. It's compelling and beautifully presented - and a book plenty of car bosses should read." Richard Bremner, Autocar
The three-pointed star. Magic. Mystique. Mercedes-Benz. More people globally recognise the Mercedes badge than the Christian cross. The brand has survived mergers, crises, world wars and near extinction to become the choice of today's presidents and kings. This is the first time an expert has applied the very latest brand thinking to Mercedes-Benz, producing an honest and sometimes critical account of how the brand got where it is today. 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, its fall from grace in the early 1990s and its triumphant return to form under present CEO Eckhard Cordes. Butterfield poses key challenges for the brand today and explores possible solutions. Running through his analysis is solid theory on how brands are formed, defined, and how they evolve. Richly illustrated with previously unpublished photographs and references, Enduring Passion is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. And for marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a business, a badge and a brand.