Branding: Dodge Dart New Rules Campaign Mainstreams Strategic Shifts
Dodge’s “New Rules” marketing campaign manifests the shift from strategic planning committees and waterfall product development to the “Ready-Fire-Aim-Repeat” agile product development that was the topic of my last full post :
“2013 Is No Time For Strategy“.
The Dodge Dart introduction is clearly aimed at a 20-something target market segment who are expecting empowerment to make product decisions on the fly, trade off a high tolerance for failure for iterative speed to market, and fit a budget of under $16 thousand. In addition to the New Rules for how to build a car, there is a follow-on New Rules commercial for how to buy a car where a gift registry is created and the buyer’s friends and family can donate parts of the car – essentially crowd funding the car. Given the complexity and risks of designing and manufacturing a new car, the fact that a major automobile manufacturer has mainstreamed these new approaches in its marketing is in itself a telling illustration of the pervasiveness of the high-level shift from planning to doing.
Regardless of the success of this product introduction, or to what extent these product development methods were actually implemented in the design and manufacture of the car (I have not researched it), it is also telling that established industry is in some way placing newer, nimble competition on notice that they are reacting to a growing threat of disruption being felt in many vertical markets. It would be interesting to learn to what extent the halo effect of this type of product branding might help Dodge recruit more like-minded employees this year. Here’s the first commercial: