Dodge takes 'Different' tack

Halliday, Jean
August 1999
Automotive News;8/16/1999, Vol. 73 Issue 5833, p1
Trade Publication
Focuses on the overhaul of the advertising strategy of automaker Dodge. Creation of brand campaign by BBDO Worldwide in Detroit, Michigan using the `Dodge Different' tag; Development of print advertisements and billboards for the brand campaign; Chairman and executive creative director Dick Johnson's concern that Dodge may be perceived as copying Apple Computer's `Think different' advertising line.


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