A while back I wrote about BMW’s initiative to build a "new" 1972 2002tii, a tangible brand mantra, from original parts. This is a very pure form of brand building which comes from a position of strength: if you got it, it ain’t braggin’. Flaunt it.
Honda has it, too. That’s why this stunning commercial, called Impossible Dream, is in fact an exercise in tangible brand mantras. They’re simply reminding us of all their soulful technical achievements. Here’s more about the making of the commercial. Turn up the volume, and smile.