The Brand

This is the OFFICIAL logo for DEI, Dale Earnhardt, Inc., a North Carolina motorsports company.

With all the interest surrounding NASCAR, I chose to take a look at branding and the loyalty a brand represents. Specifically, I narrowed my focus to one particular team that has become the public face of fan loyalty.

The Persuaders provided insight into the current emotional branding methodology. It's everywhere. You buy something, respond to an idea because of what the brand means to you. I searched everywhere for the history the DEI logo and found nothing. So if any of you have information, I'd love to know.

What I did learn is that the name "Earnhardt" evokes a passion akin to a religion. People make pilgrimages to the Earnhardt statue in the middle of his hometown, Kannapolis, North Carolina. In fact, Earnhardt's fans inspired the national best selling novel, St. Dale. http://store.ballowax.com/proddetail.php?prod=wbwf.stdale.

The interesting thing about the DEI Brand and THIS LOGO is that this is NOT the logo that inspires all the brand loyalty. It's the good old number 3. See the next entry.