Leslie Butterfield
ISBN: 0-470-01802-X
Cloth
272 pages
September 2005

Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years (including the birth of Daimlers Mercedes insignia) before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, its fall from grace in the early 1990s and its triumphant return to form under Eckhard Cordes. Butterfield poses key challenges for the brand today and explores possible solutions. Running through his analysis is a solid strand of theory on how brands are formed, defined, and how they evolve. Richly illustrated with previously unpublished photographs and references, Enduring Passion is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a badge and a brand.