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WHAT THE TRUCK?!? How does an iconic brand like Mack Trucks build a deeper connection with today's drivers? It started with repositioning their brand to find their "Golden Why": to become the most preferred brand for drivers. By listening to truckers, they uncovered a powerful insight—a deep "confidence and pride in ownership". Drivers described their success as a partnership with their vehicle, a feeling summed up in the phrase, "it was the truck and I". | FreightWaves
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