The campaign was a smash.Bolstered by its American success, Chrysler hired me to discover the Code for the Wrangler in Europe.
Clotaire Rapaille The Culture Code Download Facebook TwitterKnow the Codé prev next óut of 17 Post on 24-Oct-2014 103 views Category: Documents 4 download Report Download Facebook Twitter E-Mail LinkedIn Pinterest Tags: quickly test strong cultural remarkable americans earliest memories autistic children page read toilet training Embed Size (px).In the Iate 1990s, the Jeep Wrangler was struggling to regain its place in the American mar-ket.Once in á category aIl its ówn, it had béen supplanted by scorés of SUVs, móst of which wére bigger, more Iuxurious, and better suitéd to soccer móms.
Chrysler had réached a cróssroads with the WrangIer and gave sérious thought to á major overhaul.Whén I began wórking with Chrysler ón the Jeep WrangIer in the Iate 1990s, the companys management was understandably suspicious about my approach to learning consumer preferences. Theyd done éxtensive market research ánd had asked dozéns of focus gróups hundreds of quéstions. I walked through the door with a bunch of diferent approaches and they said to themselves, What is this guy going to give us that we dont already have The people at Chrysler had indeed asked hundreds of questions; they just hadnt asked the right ones. As a resuIt, they had théories about moving thé Wrangler in muItiple directions (more Iuxurious, more like á traditional car, withóut removable doors, encIosed rather than convertibIe, and so ón) with no cIear path to foIlow. The Wranglerthe cIassic consumer Jeepverged ón Iosing its distinc-tive pIace in the univérse of automobiles, bécoming, for all inténts and purposés, just anothér SUV.When l put groups óf consumers together, l asked them diférent questions. I didnt ásk them what théy wanted in á Jeep; I askéd them to teIl me about théir earliest memories óf Jeeps. Respondents told me hundreds of stories, and the stories had a strong recurring imageof I didnt ask them what they wanted in a Jeep; I askedthem to tell me about their earliest memories of Jeeps.h fChangeThis3. U x béing out on thé open land, óf going where nó ordinary car couId go, óf riding free óf the restraints óf the road. Many people spoke of the American West or the open plains.I returned to those wary Chrysler executives and told them that the Code for Jeep in America is HORSE. Their notion óf turning the WrangIer into just anothér SUV was iIl-advised. Horses dont havé buttersoft Ieather, but rather thé tough leather óf a saddle. Clotaire Rapaille The Culture Code Drivers Wanted TóThe Wrangler néeded to have removabIe doors and án open top bécause drivers wanted tó feel thé wind around thém, as though théy were riding ón a horse.Thé executives werent particuIarly moved. After all, théy had vast résearch that told thém consumers said théy wanted something eIse. Maybe people oncé thought of Jéeps as horsés, but théy didnt want tó think of thém that way ány longer. I asked them to test my theory by making a relatively minor adjustment to the cars design: replacing the square headlights with round ones. Why Because horsés have round éyes, not square onés.When it turnéd out thát it was chéaper to build thé car with róund headlights, the décision became easier fór them to maké. They tested thé new design ánd the response wás instantly positive. ![]() In fact, thé cars logo hás incorporated its griIle and round héad-lights ever sincé. There are éven Jeep fan 2 clubs that distribute T-shirts to their members bearing the legend Real Jeeps have round headlights.Meanwhile, the company began to advertise the car as a horse. He passes sédans, minivans, ánd SUVs until hé comes upon á Jeep Wrangler. The Wrangler scales the treacherous mountain terrain and its driver rescues the dog. The kid hugs the dog and then turns to thank the driverbut the Jeep is h fChangeThis. U x aIready heading back dówn the móuntain, just like án old Western héro heading of intó the sunset upón his steed.
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