Comments on: Re-Branding Chrysler

By: Sumitra Menon

Sumitra Menon — Thu, 31 May 2007 07:15:50 +0000

Reminds me of an article i read on Sramana Mitra's blog! Dominique Trempont, an American corporate executive, in his series on design, analyzes how the design of a brand touches the sensitivity of the target consumers.

By: Len Romano

Len Romano — Mon, 28 May 2007 18:55:24 +0000

I strongly believe that the re-branding of Chrysler has to start with the most basic foundation strategies, and in order to tell a convincing brand story, before all else, I think it’s very important that Chrysler itself celebrates the freedom they now have to take the company in whatever direction they desire. There’s some real potential to freshen things up initially, and then build from there. The article encouraged us readers to put forth ideas and try out some taglines, which is what I did. If that’s not how you’d approach it then I fully respect that.

By: Len Romano

Len Romano — Mon, 28 May 2007 18:53:11 +0000

I strongly believe that the re-branding of Chrysler has to start with the most basic foundation strategies, and in order to tell a convincing brand story, before all else, I think it’s very important that Chrysler itself celebrates the freedsom they now have to take the company in whatever direction they desire. There’s some real potential to things freshen up initially, and then build from there. The article encouraged us readers to put forth their ideas and try out some taglines, which is what I did. If that’s not how you’d approach it then I fully respect that.

By: Steve Woodruff

Steve Woodruff — Sat, 26 May 2007 10:58:51 +0000

Good discussion points! Jim, you’ve touched on one of the main issues – I think Chrysler, as a company, has an identity issue (too many identities, without one overarching message/identity that sticks).

And, Ed, you could not be more right about the customer experience. Ultimately, that is the “final exam” – unless they build attachment by a superior way of handling customers, all fixes will be short-term. Now there is a leadership and change management challenge!

(as an aside, Ed, 7 years ago I bought a Mazda instead of a Honda, the rejection of an Accord based one small but very important thing – the driver couldn’t adjust the height of the seatbelt in that model, and it would be pressing down on my shoulder for an hour-long commute. Sometimes it’s stuff like that which can negatively impact an otherwise very positive brand!)

By: Jim Lane

Jim Lane — Sat, 26 May 2007 07:57:38 +0000

First of all, when you talk about Chrysler, you are talking about several actual brands. Very few people think of their Jeeps or Dodges in “Chrysler” terms. Each one of these will have to have some re-branding done, so unless you are talking about the Chrysler car brand specifically, this is all hot wind.

So, what are you actually asking in your question? The one brand or the family of brands?

By: Ed Roach

Ed Roach — Sat, 26 May 2007 01:58:07 +0000

Len, think about the car you drive. Did you buy it because of corporate circumstance or how it matched your personality?

I drive a Honda and frankly I don’t have the slightest interest in the corporate makeup of Honda. I enjoy the way I am treated by Honda much as I am also blown away by Apple’s brand. Discover why Chrysler is in the shape it is. I don’t think it is based on who owns it. Let’s face it Daimler is doing quite well. Starting with a tagline is just spin, you must get to the heart of the brand. Improve the relationship with real experiences that compell the customer to love you.

By: Len Romano

Len Romano — Fri, 25 May 2007 23:36:24 +0000

My initial thought is freedom and the joy it brings. If I were Chrysler, I’d be wanting to celebrate the Freedom to be ourselves again. Free of the stranglehold of an overseas based, conservative and stuffy big brother. Free to dream. Free to innovate. Free to inspire. Free to be different.

A tagline I’d try throwing around would start out as:

Chry For Joy!

Communicates the Freedom and Joy of the new Chrysler of today. And the Freedom and Joy associated with driving a Chrysler machine. Just a starting point… and probably one of many.

By: Ed Roach

Ed Roach — Fri, 25 May 2007 17:44:59 +0000

I don’t think I would so much re-brand them as improve on the existing brand. I believe they have superior designers, but their dealerships have a lot to be desired. I would over-haul a lot of their customer service components including pre-sale, post-sale, outside of warranty etc. In many ways I think Chrysler is wrapped in the traditional “Big 3″ coat and the faster it is identified as more than just North American the better. I agree with the new owner’s global identity.

Chrysler Canada is based here in this city (Windsor, Ontario). We are aware of Chrysler’s pulse daily. If they take customer service as seriously as design I think they’d have something powerful.

By: Latest Posts from Small Business Branding blog « StickyFigure

Latest Posts from Small Business Branding blog « StickyFigure — Fri, 25 May 2007 12:02:10 +0000

[...] Re-branding Chrysler: How would you re-brand this “in transition” company if you had the chance? [...]

By: Ed Roach

Ed Roach — Thu, 24 May 2007 15:37:19 +0000

I would concentrate on design and a superior dealership experience.