Re: Move from branding

From: Eric J. Aafedt <eric2003_at_investmenthouse.com>
Date: Fri 14 Mar 2003 12:23:07 -0600

Rob Frankel wrote:

>Created in response to "Built Ford Tough"?

Nope.

>If the intent is to confuse, they do a good job.

Wrong again. The intent was simple ... save a company that was in BAD shape,
ie, increase sales. In fact, after the success of the campaign, EquiTrend,
an independent market research company that measures consumers' perception
of quality, ranked the top five vehicle brand names this way: Mercedes Benz,
Lexus, Cadillac, BMW, Chevy trucks.

To which John Gaskil agreed and added:

>Dodge leads the
>pick up truck market in sales and units and pricing

The referenced Chevy AD CAMPAIGN was initiated in 1991. It appears that your
above statement is regarding 2002 sales. There is simply no relevance to
such statement when we are discussing an ad campaign from 12 years ago.

>with the "Ram Tough" advertising which preceded
>both Ford and Chevy in that respect.

I didn't realize that "Ram Tough" came before the "Like A Rock" campaign...
what was the kick off date for Ram Tough?

>Both having been trying to recover ground lost to Dodge.

I'll give you the benefit of the doubt and assume that you are now talking
about 1990 and previous years' sales. Of course, what would be interesting
and relevant is for you to provide us with the figures that support your
statement that both companies were trying to recover lost ground to Dodge
... what were the truck sales figures before 1991 for each truck company
and the years immediately following?

Eric









Received on Fri Mar 14 2003 - 12:23:07 CST