Overview

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 Richly illustrated with previously unpublished photographs and references, Enduring Passion is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of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.

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9780470018026

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Reviews

...an informative and insightful read. (Express) ...wide research and photographs shed an illuminating light on the success of the three-pointed star. (Sunday Times, 16th October 2005) ...highly readable... (Mercedes Magazine, October 2005). ...the books easy-going prose captivates the reader with its head-on approach... (Classic Car Weekly, October 2005) ...an informative and insightful read. (Daily Express, 19th November 2005) ...This one should sell well in London where cool, classic Mercedes seem to have found a particularly keen following... If you love the three-pointed star or automobile history, there may...be room...on your shelf or coffee table. (Evening Standard, 25th November 2005) ...a fascinating look at how the brand developed...Handsomely produced in a large format and richly illustrated (African Business, 1st December 2005) ...thought provoking... (The Telegraph, 10th December 2005) ...entertaining, constructively critical, and holds a relevancy to any company struggling with an identity crisis. (Blueprint, Feb 06) ...Lavishly presented...excellent photos well reproduced... (Gazette, March 2006)

Author Information

Leslie Butterfield has spent all of his career in the world of brands. After graduating with a Masters degree in Marketing, he developed his strategic skills at two of London's foremost advertising agencies before starting his own agency, Partners BDDH, in 1987. From 2000 and 2003 he ran the brand consultancy, Butterfield8. In 2003 he merged this business into the Ingram Partnership, where he is now Managing Partner. His clients have included British Telecom, Honda, Seagram, British Airways, the Co-operative Group, the UK Government and Mercedes-Benz. Leslie is a fellow of the institute of Practitioners in Advertising and is widely recognised within the UK communications industry as one of its leading strategic thinkers. He has published three previous books - on communications strategy, the business contribution of advertising and brand valuation. Leslie lives and works in central London.

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