
Legacy Classic Trucks Brand Strategy
Legacy Classic Trucks are bespoke restored power wagons - just ask Jay Leno; he knows. As part of this remote brand strategy workshop for Legacy, we dived deep into the emotional connections 25- to 65-year old men have with their immaculately restored Legacy power wagons - 'the kings of trucks.' An expensive and masterfully crafted object of desire, together with Legacy's founder we pointed the emotional connection with the brand back to meaningful outdoor experiences, a sense of personal empowerment, and a deeper connection to tradition. Through our one-day session we defined the robust nature of the product through core values and brand personality while identifying the emotional need of the audience for authentic experiences in the outdoors.