Wednesday, March 26, 2008

Chrysler Ready To 'Listen' On New Site

Like they hadn't been listening? As reported in Advertising Age Magazine ( The Automaker is to Recruit an Online Consumer Advisory Panel.

It's not that the online sessions won't be that informative, or that Chrysler won't be doing anything with the information. It's just that all the other auto manufacturers collect exactly the same bits of infomation - promoting a parity situation in which Chrysler will be unable to budge it's distant 3rd position in the market. Typically, this type of consumer input substantively fails to move the sales or market share needle - let alone consumer interest and involvement.

So why does Bob Nardelli keep signing the checks for VP - CMO Deborah Wahl Meyer who is very busy learning all of this for the first time? Does she not know that:

To get ahead, you have to learn things no one else knows. To CREATE THAT KNOWLEDGE you must follow the following recipe to stimulate consumer minds to say things they'd never otherwise think to say.

To invigorate a brand and find out what people want we first sit down and list out over 500 dimensions concerning that product that in every way shape or form impact and influence consumer perception and purchase behavior regarding that brand or product. (Otherwise they just talk about cup holders and places to put their Garmin or Tom Tom.) Once done, the real work begins. Under each dimension; sensory, form, function, usage, image, attitude, price, packaging, delivery system, state changes, reward, escape, heritage, trust, tradition, quality, awards, rewards and many other dimensions only we know of, we bullet point another 500 short phrases per dimension that in every way shape and form impact and influence consumer perception and purchase behavior. When done we will have amassed about 250,000 phrases - many times the number of ideas an advertising agency or company brings to the table in the lifetime of a brand. From this list we hand-select 500 to 1,000 phrases that we put in front of consumers so that consumers can select the phrases they like best and that would compel them to try a product once, and if they tried it and liked it to buy it again. We employ this Consumer-Creativity® as the foundation for the highly-differentiating and salable concepts that result for companies from General Mills to General Motors, Procter & Gamble to Pizza Hut.

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