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WW2 Reenactment!
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Natural Selection
The Nazis were obsessed with Darwinian notions of natural selection and survival of the fittest.
Aggressive competition was woven into the very fabric of the Nazi state including tank design and
production.
The Tiger tank was born from a competition between the firms Porsche and Henschel to produce
a 45-ton tank with an 88mm gun, heavy armour, speed and manoeuvrability. A tank that was
capable of dealing with the Soviet T-34 and KV-1. The two firms were to have prototypes ready for
inspection on Adolf Hilter's birthday, April 20th, 1942. Despite Dr. Ferdinand Porsche's friendship
with Hitler, the Henschel design triumphed.
Price Premium
Tiger tanks started rolling out of the factory at a rate of just 25 per month in 1942. Peak production
of 104 Tigers per month was finally reached in April 1944. It took an estimated 300,000 man hours
to build one Tiger, and cost the equivalent of $100,000 U.S. dollars in 1941. That's about $1.25m
today. In contrast the Allies went for cheap, mass production, which ultimately proved decisive.
What's in a Name
The new Henschel tank was officially named the Panzerkampfwagen VI H (88mm) (SdKfz 182)
Ausführung H1. However the tank's project design name was Tiger and the name stuck.
Reputation
The newly named Tiger tank quickly gained a reputation on the Eastern Front during 1943 and
1944. The fearsome 88mm gun gave the Tiger a clear reach advantage over its Soviet opponents.
Often faced by inferior equipment and poorly trained men, German tank crews and individual tank
commanders were able to amass impressive combat scores, numbering hundreds of "kills". The
concept of the "Tank Ace" was born and ruthlessly exploited for propaganda purposes.
Occasionally just the sight of a German Tiger would make Soviet tanks withdraw.
The Tiger had similar success in North Africa and Italy, creating a powerful psychological effect on
Allied troops. In his book, Tank Men, Robert Kershaw explains that it was not uncommon for one
Tiger to account for as many as ten Allied tanks in a single engagement. The British finally
captured a Tiger intact during 1943. Tiger 131 was shipped back to the UK where it underwent
extensive testing. By 1944 British research facilities assessed the Tiger as "basically an excellent
tank".

2. Tiger 131 went on public display on Horse Guards Parade near Whitehall in London, where Allied
tank crews got to see just what a formidable foe they were facing. Restored and fully operational,
today, Tiger 131 resides at the Tank Museum, Bovington, Dorset.
Driving into Legend
The Tiger's influence on Allied morale, known as Tigerphobia, was so powerful that Britain's
General Montgomery banned all reports that mentioned it's prowess in battle. However it was the
Battle of Villers-Bocage during the Normandy campaign of 1944 where the Tiger gained legendary
status. In just 20 minutes a single Tiger commanded by the famous tank ace SS-
Obersturmführer Michael Wittman destroyed around 21 tanks and numerous other vehicles of
the British 7th Armoured Division.
Strengths and Weaknesses
Capable of punching a hole through 112mm of armour at 1400 meters, the Tiger's combat
efficiency was mainly due to its famous 88mm gun. The Tiger also had the best quality armour of
any German tank. Its frontal armour was 100mm thick, making it impervious to all but the largest
calibre Allied tank and anti-tank shells. The questionable quality of Allied tank and anti-tank
ammunition might also have contributed to the Tiger's mask of impregnability.
Certainly a combination of massive armour and powerful gun made for an almost unbeatable tank.
Enemy crews often watched helplessly as their shots bounced off the Tiger and their own vehicles
were quickly destroyed...often from great distances. The Tiger tank also proved very nibble footed
for its size and weight.
Where to Compromise? All tank designs are something of a compromise between firepower,
armour protection and speed of movement. Overall the Tiger design was a good compromise, but
it did have its weaknesses. A 60-ton tank needs a big engine and lots of fuel. Mechanical reliability
was a challenge, so the Tiger needed a lot of preventative maintenance to keep it operational. Its
size and weight could also work against it, making it difficult to transport by rail and difficult to
recover. The German army would also have to find bridges capable of supporting the Tiger's
weight on its line of advance or retreat.
Famous and infamous in equal measure, the Tiger I became one of the truly legendary machines
of WWII. Since the war the Tiger has gained a new type of celebrity. It has become a popular
subject for toymakers, modellers, military historians, authors, painters, computer game designers,
film and documentary makers. Incredibly, the Germans only ever built 1,347 Tigers, and even
fewer King Tigers. Today just a handful of Tiger tanks remain. In the heat of a summer's afternoon
you might just catch a glimpse of Tiger 131 prowling the Bovington Tank Museum showground.
Iconic Brand
Okay, so we've established that the Tiger tank was a ferocious weapon, but how does that
translate into iconic brand? Well, icons by their very nature are visually striking, instantly
recognisable, and embody certain qualities. Even today the Tiger's distinctive, memorable design
conveys raw power, engineering excellence and outright menace. Images of the Tiger I can be

3. found on every type of merchandise from mugs, baseball caps and t-shirts to video games.
Truly iconic brands transcend time and space. They often live on beyond the cultural period that
created them. Their meaning for us surpasses the emotional or functional benefits of the product
or service they originally championed. You don't have to be a smoker to know Marlboro country is
a land of endless rolling plains; majestic, snow-capped mountains and herds of longhorn cattle. A
land populated by strong, silent cowboys who do the right thing and always get the girl.
As an effective armoured fighting vehicle, the Tiger tank has been obsolete from more than half a
century. Nevertheless in popular culture it retains its machismo. Whether it's 'Band of Brothers' or
'Saving Private Ryan,' when a GI shouts: "Tiger!" every adult male in the audience knows what's
coming next. It's the Hannibal Lecter of armoured warfare. According to Nigel Hollis, Chief Global
Analyst, Millward Brown: "Cultural roots can provide iconic brands with resilience, allowing them to
remain attractive decades after they were withdrawn from the market."
We instantly recognise and understand that iconic brands such as Nike and Chanel mean far more
than drinks, running shoes and watches. Iconic brands personify our values and aspirations, and
we trust them implicitly to meet our expectations. Today Nike probably represents lifestyle
aspirations more than athletic footwear. However, when shopping for a pair of running shoes the
famous "swoosh" motif instantly translates into quality, performance and function. Brands take the
legwork out of the decision making process.
A Model of Success
The difference between commercial brands and the Tiger's journey to iconic status is that no one
has been steering its course. The Tiger has simply evolved into brand icon. According to Millward
Brown's research iconic brands must possess three important features that differentiate them from
lesser mortals. The iconic brand must be instantly recognisable. They must have strong cultural
roots that tap into society's deepest values or speak to our most venerated aspirations. They must
have a compelling story that retains its power, relevance and meaning for current and future
generations. Certainly the Tiger has all these things. As a consequence the Tiger tank has
become a brand merchandising dream.
Making a Killing
Research by model kit manufacturer Airfix revealed that German Tiger and Panther tank kits
outsell the most popular Allied tank kits, the American Sherman and British Churchill, by a ration of
three to one. John Tapsell, vice president of the International Plastic Modellers Society (UK), said:
"I think it might be something to do with the typical British fascination with the loser and also an
interest in German engineering. British soldiers in the war were in awe of the Tiger tank, for
instance, and that sort of interest has remained. The (German) uniforms also look very smart."
Darrell Burge, from Airfix, said the surge in popularity of German models, particularly tanks and
figures, had started within the last ten years. "Across the hobby, there is no doubt that the German
models now sell more than the Allied ones. German subjects are far, far more popular and that is
increasing.
"German tanks are much better sellers than Allied ones. They are iconic as the biggest and most

4. brutal of the war. They were virtually unstoppable. They were much better machines than the
Allied ones. There is a mystique about so many of their war machines that has translated into
increased sales." Airfix sells in excess of 4.5 million model kits each year.
Boys' Toys
In 2008 the Daily Mail carried a story about the latest boys' toy, a giant radio-controlled tank so
powerful it can actually pull a car. The story referred to a 1/4 scale model of a King Tiger tank. The
story goes on to describe the Tiger as "the German weapon which wreaked havoc among Allied
tanks during World War Two." Mark Spencer, founder of Mark 1 Tanks, based in Easton, near
Winchester, Hampshire, says: "We have more than 20 models but my favourite is the German
King Tiger - I think it's also our most popular model. "I think it's the most recognisable and it was
legendary in the war for being pretty indestructible and just destroying everything it shot at." The
basic 1/4 scale King Tiger costs from £6,600 but can get up to almost £10,000 with extras.
Broad Market Appeal
The market for radio-controlled models, die-cast and plastic tank kits continues to grow, and
companies such as Armortek, Tamiya, Heng Long, Matorro, 21st Century, Corgi, Dragon Armor,
and Forces of Valor all offer Tiger I and King Tiger ranges. As well as traditional model making the
Tiger features in over 20 computer games including the popular Medal of Honour and Call of Duty
series. There are also a limited number of titles exclusively dedicated to German armour of WWII
such as Panzer Commander and Panzer Elite. A quick search of Amazon online bookstore
revealed over 1,600 titles that feature the Tiger tank. Although certainly a niche market, the Tiger
features heavily in military art with original works selling for thousands of pounds. The Tiger is also
a YouTube phenomenon, and appears 1,350 times in search results on the video sharing website.
Brand Personality
Brands are like people. They possess unique personalities with which we can identify. Successful
brands listen, respond and consistently satisfy our demands. Brands also accelerate the decision
making process at the point of purchase. Generally they make our lives easier. In return we give
them trust, loyalty and sometimes even forgiveness. These relationships are mutually beneficial,
and the best of them can last a lifetime, or even longer.
Few machines achieve iconic status. The RMS Titanic, Supermarine Spitfire, and AK-47 are the
strongest contenders from the twentieth century. Each an instantly recognised design classic, they
all possess vivid stories of triumph and tragedy. When Dr. Erwin Aders, the father of the Tiger I,
set about designing his tank did he conceive of what his progeny would become? The Tiger has
taken on a life and personality all of its own. Brutally distinctive in appearance, legendary on the
battlefield, the Tiger continues to thunder across our imaginations, and engage us with its story.
Sources:
Alan Hamby's Tiger I Information Centre - visit http://www.alanhamby.com/tiger.html Spitfire,
Hurricanes and Lancasters losing out to Nazi foes in kit toy sales, Jasper Copping, Telegraph
Online, Dec, 2008 Tank Men, Robert Kershaw, published by Hodder Michael Wittmann and the
Waffen SS Tiger Commanders of the Leibstandarte in WWII, Volume Two, published by Stackpole

5. Books Millward Brown's Iconic Brands, Sept, 2007
Charlie Trumpess, MCIM, Chartered Marketer and founder of the new online store The War Years
Visit: http://www.thewaryears.co.uk
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