Celebrating the History of the Brand.
The inculcation of history keeps communities vital and reproduces their culture. Saab, Macintosh, and Bronco all have colorful histories going back many years. For the Saab community, the history of the brand centers on the distinctiveness of the brand over time, its legacy of technological innovation, and important events and personages. Saab brand community members are very aware of the fact that the company also manufactures airplanes and fighter jets. They are quick to point out that this association with airplanes has informed the design of the car. When Paul from the Milwaukee Saab club explains why Saabs had such consistent design, he says, “They were engineers. They didn't change anything unless there was a good reason. They were building PLANES.” A Saab ad campaign uses this aircraft connection and serves as the starting point for members to tell each other over and over again that Saab also builds airplanes. Macintosh users enjoy their history of outsider, underdog, and innovator. Bronco drivers enjoy the fact that even though sport utility vehicles have recently become “in” again, the Ford Bronco was one of the earliest SUVs and has remained relatively consistent in its design.
The importance of the history of the brand is also evident in the web pages devoted to each. The consistency with which this was evident across and within brands is remarkable. Saab pages feature extensive photographs documenting Saab’s involvement in the manufacturing of airplanes over the years. Bronco pages focus on the experiences of years of off‐roading, while Mac pages focus on the historical innovations of Apple. Pictures of older, classic models are frequently encountered. One Saab page bills itself as the Saab museum, and offers an extensive history of the brand and various models, complete with pictures. Consider the retelling of history for all three of the brands in the following, all by consumers.