Chrysler’s “Imported from Detroit” is a failure
Tom Dougherty, CEO – Stealing Share
10 September 2013
Imported from Detroit is just a little too clever
Firstly, before I jump all over the themeline, I want to give some credit to the Chrysler marketing group. The messaging from the US automobile industry is mundane at its best. The ideas that circulate from one to another are about as fresh as the NBA head coach rotation. The idea of Imported from Detroit was fresh and, I believe, considered.
“The first seemed evident way back when it launched the theme — it was trite and clever.”
I believe Chrysler had market research that held imports as the gold standard in the US market. It was a huge move for US automakers to understand that the worm had turned and that many imports emotionally represented a better automobile. I have to tell you, if you want to steal market share, you had better identify and take action on the barriers that hold you back. Kudos to Chrysler for a good try.
There are two problems with this strategic bent that Chrysler took. Both problems require Chrysler to reinvent once again, particularly when you look at Chrysler’s lagging sales.
The first seemed evident way back when it launched the theme — it was trite and clever. I say this because the best brand themes never seem clever. Think about ServePro and “like it never even happened.” Whenever your brand theme causes the target audience to notice how clever it is, it no longer sounds like a promise but rather sounds like marketing. Imported from Detroit was THAT right out of the gate. The strategy was right but the execution could not have been more wrong.
Now Chrysler must change the promise (and it is no REAL promise anyway). You see the second problem is sadly turning a theme into a joke. Detroit is bankrupt. Enough said.
UCLA basketball thieves Tom Dougherty, CEO - Stealing Share 16 November 2017 UCLA basketball brand as it stands now The UCLA basketball brand suffers a major wound. It has been many years since NCAA basketball fans talked about the BRAND of UCLA basketball. The heyday...
Daniel Lanois Tom Dougherty, CEO - Stealing Share 14 November 2017 Daniel Lanois, best record producer you've never heard of When listening to music, you often keep listening to your latest obsession. My latest? Bob Dylan’s genius producer, Daniel Lanois. So much so...
Airline seating Tom Dougherty, CEO - Stealing Share 13 November 2017 Airline seating tightening with no recourse Airline seating is worsening and there’s nothing you can do about it. Yes, the airlines have us in a headlock and we’re all basically powerless to do...