• by Nina Lentini  @Nina_Lentini, October 6, 2010

Why does Jeep need to do more since it has very, very high awareness, asks brand manager Frank Lucas. Well, does everyone in this room own a Jeep?

Yvonne Tocquigny, Chief Executive Officer, Tocquigny, working with Lucas to develop TripCast. Lets friends follow your trip via Jeep. Links to FB, Twitter profiles. Uses GPS in iPhone, pin a note video audio at any point.

Lucas on the strategy here: Focus on adventurers, innovators and nature-oriented surrounded the core audience of dreamers, those who long to venture out in a Jeep but, for whatever reason, cannot.

Wrangler is most customized vehicle. People modify, there's an emotional need to tie to innovation. Little bit of Jeep DNA even in the broad audience. We need to find new ways to tap into that emotional tie.