|
|
Posted by Will (in IL) [98.214.249.132] on Wednesday, November 04, 2009 at 19:39:39 :
In Reply to: Re: Ralph Gilles - What an Idiot! posted by Todd Wilson [64.217.135.6] on Wednesday, November 04, 2009 at 19:34:55 :
To address this, going forward, Ram -- although still in the Dodge division -- will be made a sub-brand (minus the Dodge name) that is marketed separately from all other Dodge products, Gilles reported.
The Ram rebranding efforts commence on the evening of Nov. 4, with a major ad push bearing the theme: "My name is Ram."
he new ads feature a series of salt-of-the-earth voiceovers, each starting with the new "My name is Ram" brand declaration. (Sample copy: "My tank is full. I am fueled by optimism, stopped by nothing, a can-do spirit in a get-it-done body" and "I'm a technological marvel: all brawn, all brain, built not to last but to outlast, not to achieve but overachieve.")
The campaign is part of a grand strategy to focus the Ram brand on hard-core commercial and recreational users. "First we will create a Ram brand identity; second, we will focus on truck customers and emphasize trucks and commercial vehicles," said Fred Diaz, president and CEO of the Ram brand.
Ram's relationship to the Dodge parent brand should now be viewed as being akin to the relationships of iPod, Mac, or iPhone to Apple, according to Diaz. "They are part of Apple, but also compelling brands on their own," he said.
Follow Ups: