InsightBlog

This is one of the strangest (if I wasn't somewhat tempered by the realization I only just read about this and there's probably more to it (?), I might have said "stupid") things I've ever heard a brand do. Dodge is truncating its tagline "Grab Life By The Horns" to "Grab Life" - in an effort -get this - to appeal to female buyers. What?!!

I happen to be female - and I like"By The Horns". I get what it means: It's Dodge, it's Americana, it's cars. This is, IMHO, one of the best examples of a brand's tagline communicating vital info about the brand that differentiates it from other car brands AND creates a lasting impression of the brand. It's not generic - it stands for something - I get it, and I like what it says.

But just to make sure I'm not some kind of hyper-analytical anomaly, I talked to some of my estrogen-endowed friends, and we all seemed to agree that the "by the horns" bit IS Dodge. And as women we are capable of seeing the appeal of "grabbing life by the whatever."

"Grab life" references ...umm - a beverage? A movie? Ah, I don't know - could be anything. In the words of an old and dear co-worker at Mullen who coincidentally happens to be a carguy, "Grab Life" - "leaves me limp."

I'm going to disclaim this rant by stating that I do believe Dodge's agency wouldn't change the line without an abundance of consumer insight to lead to it, and if that is the case I (a) stand corrected and am humbled and (b) would love to know about such a study.

BTW, the weird thing about this is that Dodge's buyers skew 53% male. I can understand women are a conquest audience, but why risk alienating their base? Seems to me building a product that appeals to women would be the first step in attracting female buyers...