A brand is a promise that needs substantiation.
If you know me at all, you’re aware of the fact that I’m more than just an Adnerd. I happen to be a bike nerd as well. I know it’s hard to believe, but yes, there’s still people out there who truly love me. Really! And so it happened that in the course of my relentless quest for the ultimate commuter bike, I stumbled upon an ad by Trek. A paper ad in a paper magazine that actually struck me with awe. Believe it, pigs do fly. I was actually brought to my knees by a paper ad.
Ok, let’s get it over with: I hereby formally declare that traditional advertising may well strike a chord if the subject is in your line of interest. Now, back to the real reason why I’ve come to mention this ad in the first place.
Trek’s message definitely hit home: Trek is not just another bicycle company. It’s a bicycle company with a very eloquent promise I will have a hard time forgetting: “Trek will help the world use the bicycle as a simple solution to complex problems.”
Trek’s message definitely hit home: Trek is not just another bicycle company. It’s a bicycle company with a very eloquent promise I will have a hard time forgetting: “Trek will help the world use the bicycle as a simple solution to complex problems.”
The bike as a simple solution to complex problems.
When Richard Burke and Bevel Hogg started Trek back in 1976, they had the intention to build the best bikes in the world. At that time a bold and reassuring promise. Today every bike company’s claim. But that is probably why Trek’s promise has evolved into this.
“We believe in bikes. Bikes are a simple solution to complex problems: climate change, obesity, urban congestion. The more we all ride bikes, the more we all win.”Trek produces great bikes, that’s a given. But what they say with this ad is something entirely different. With one stroke, they take up the position of a visionary company, by painting this very concise promise I am eager to put my shoulders under. I’m a little fussy when it comes to bikes, so although I may not buy a Trek eventually for all kinds of reasons, I may well buy one for one of my daughters. Or you may consider buying one after you’ve read how Trek substantiates its promise.Building prosperity with integrity and trust.
This is what every brand should be waking up about with a start: a brand is a promise –big or small, it doesn’t matter– that needs substantiation. If today you don’t act in accord with your promise, you will not find a soul who thinks you’re trustworthy. That is exactly the reason why I think the internet is predominantly a beautiful phenomenon. It forces us to go back to the values we have lost in our stressed-out get-rich-quick-scheme, i.e. integrity and trust. Two absolutely beautiful phenomena which always and automatically generate wealth and prosperity for everyone.
But what about Trek? What does Trek do to substantiate its promise?
Well, Trek not only believes in bikes. It believes in doing things right as well. With regard to the people who work for Trek, the suppliers and the customers. And to the rest of society as well.
Trek builds its bikes exclusively using renewable energy. As a means of distribution, it chooses for the railway by default. And where trucks are inevitable, it uses them with lots of caution and efficiency. If you work for Trek, you can get a parking spot right next to the company’s entrance. That is, only if you carpool. If your commute by bike is longer than 12 miles, then breakfast or lunch are on the company. And that’s only a sample. Trek systematically supports ‘Livestrong’, ‘The Breast Cancer Research Foundation’, ‘Bicycle Friendly Communities’ and ‘The International Mountain Bicycling Association’ (which is all about sustainable mountainbiking). You can read more about it on www.trekbikes.com.
There’s nothing wrong with doing good while making money.
If you would rather look at this from a purely economic point of view. Trek is amongst the world’s largest bicycle companies with over 1.600 people on its payroll. Trek bikes are being sold in over 90 countries. Three years ago, the company had a turnover of a cool 670 million dollars. Not in spite of but thanks to its vision.
