Marketers may also take an active role in establishing
the shared rituals, traditions, and meanings that foster consciousness
of kind. Tools such as a “History of Jeep” exhibit
at Camp Jeep and Jeep 101 helped underscore a sense of
similarity, authenticity, and exclusivity among participants.
Promotional materials that depict the product in use may
help establish shared aspirations. One informant at Camp
Jeep told us that he had come to the Colorado event from his
midwestern home largely because of inspiring advertisements
that depicted a Jeep like his in a pristine mountain
environment. His excitement was heightened by the registration
packet, which provided guidelines for enjoyment of
the event. Certain techniques of off-road driving, such as
starting the vehicle in gear to avoid tire slippage, were
repeated by staff driving instructors many times over the
course of a Jeep Jamboree and were codified in a booklet of
off-road driving tips