I recently spotted a full page Subaru advert in a Kenyan business magazine that touted the car as safe. The word “Safety” was larger than the image of the beautiful Subaru Impreza that was almost invisible below. The only thing that the word “Safety” and “Subaru” have in common is that they start with the letter “S”. Brands cannot just go around appending any attribute that seems to be trendy for the sake of it. Customers will need buy into the brand if what it says is credible. Fine, as one of my Facebook friends put it, Subaru may be safer than Toyota. May be. It may even actually be a safe car in the right hands. But, can the brand stand out as the safety leader? No. No. No. And I drive one which is at the garage – so I know a little about that car.