It's a Fiat, Renault, Alfa Romeo Thing. You Wouldn't Understand.

Brand Loyalty.

Jeep knows a thing or two about it because Jeep owners are so loyal they claim if you don't own one, you wouldn't understand. It's that certain 'je ne sais quoi' that binds owner and product. But perhaps we weren't meant to understand it. We have our own quirks and flaws and passions that make us all unique in our own way, which is why when we truly find something that reflects our personality, we want pull it into our lives and (in some cases) never let go. And sometimes a marketer has to define the brand for us before we're ready to accept it as something we align with. Like a little nudge. And hopefully our instinct does the rest. That's why high-price point products tend to be the most life-defining. (It's a commitment people!) When you're dropping a lot of money on something – cars, tv's, computers, shoes, clothing, watches, etc. it damn better make you feel it was an investment worth making. And when the match is made, it's magic.



But all of this marketing-speak sounds so shallow and callous, doesn't it? This entry is meant to show the more human side of a brand relationship and the photo essay by Matteo Ferrari is truly a romantic and nostalgic one. Matteo, known for fashion photography, came up with the idea while scooting around town in Italy. By identifying old cars that looked like they were really cared for, he'd leave notes for the owner and find out how long they had owned the car. They would share proud photographs from earlier days and Matteo did his best to find the original spot of the old photo and replicate it.

It tells a story on so many levels but it's easy to see that these cars are not cars, but family. And even though we can't stop so many things from changing, we do our absolute best to hold on to the things we love.