“Among the Lambos, Porsches, and E.V.s, Subaru stole the NYC Car Show.”
That was the opening line of my recent LinkedIn post.
What originated as a fun, thought-provoking post about my family's Easter trip to NYC for the International Auto Show became an eye-opening thread of unfiltered brand love. 59,816 impressions, 922 likes, and 133 comments later, it’s clear Subaru understands branding.
Turns out that clearly standing for something makes a difference.
Who would have known? (cheeky smile)
“Tribe,” a book by Malcolm Gladwell, explores the human need for community, connection, and a sense of belonging. This need is fulfilled through shared experiences and common identities. It’s safe to say the Subaru brand has achieved this in spades, and that was on full display at the auto show. I was in awe.
While other manufacturers at the show were busy touting speed, fancy leather, and larger touchscreens in their latest models, Subaru was doubling down on shared experiences, common identities, and a clear purpose that positioned their mission and customers as heroes. I expected to be dazzled by dream cars, and here I was taking pictures of the Subaru booth.
This, my friends, is how successful, stand-out brands are built.
It’s not about sexy features. It’s about having a clear purpose and building a tribe.
Wait, Bill, hold up — isn’t this a B2B newsletter?
Fun fact: B2B brands are built on the same foundation.
Act accordingly.
