It is perhaps well known that the Ford F-Series has been the best selling vehicle for the last 41 years in the US. In 2022, sales surpassed 640,000 trucks, meaning one was sold about every 49 seconds. Of course, much has been written about what this means for overall safety in our cities. According to Axios, the average 8 year old is completely out of view when in front of an F-150. And the death rate of car drivers colliding with a truck versus even an SUV, looks something like this:
Another important thing to point out is what has happened to the bed sizes on these trucks: they have continuously gotten smaller. Between 1961 and 1979, the bed portion occupied 64% of the length of the truck. But starting in 2021, the bed had gotten down to 37%. The reality, at least according to this consumer survey, is that the most frequent use case for these trucks is actually just "shopping/errands." It is not hauling or towing.
So like all cars, and most things, probably the real reason these trucks are so popular is that they evoke a particular self-image. In this case, it is something about appearing "powerful" and "rugged." Lots of people clearly want these adjectives. But even if powerful and rugged aren't what you're going after, it is almost certain that you have simply chosen different words and found different ways to communicate that self-image.
I was reading the internet this morning and I stumbled upon an interesting urban blogger from Oslo named Erling Fossen. Most of his writing is in Norwegian, but he does have a section called “City Notes” that is in English.
I enjoyed this paragraph titled, "The city is brand.” It is taken from a post called, “7 lessons from Oslo Urban Arena.”
As cities compete to attract talents, companies and investment, many cities have branded themselves as either the most creative city in the world, the smartest or the most liveable. In many occasions cities develop slogans to go with the message. But as brand expert Martin Boisen said: No one has ever moved to a city due to a logo. Action speaks louder than logos. Branding cities can actually be helpful. The world is a stage, and your city has a role to play. The first message is to avoid being a copy cat and focus on your own uniqueness. It is also just as important to involve a larger community to make branding work. It takes a village to brand a place. Equally important is to have strong leadership communicating the message. Strong leaders can rock the boat.
I’ve written about city branding quite a bit here and this has always been my message. An excellent city brand must stem from some form of reality. If you want to be the most creative or the greenest city in the world, then you have to live and breathe that philosophy.
I also feel strongly about not copying other cities. You might think that having (insert thing here), which was pioneered in (insert city here), will make you world-class. But that’s a pretty banal way of going about things.
Instead, to reiterate Fossen, focus on your own uniqueness. Then market the hell out of it.