Quote:
Originally Posted by GordonJ
PS. I don't know the answer but, what do you think is the highest amount of money paid for the fewest words written (not memorbilia or ephemera) ??!
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Hi Gordon,
Chrysler went to Clotaire Rapaille in the late 1990s, and asked him, "How should we market the Jeep Wrangler?"
Clotaire Rapaille did his research, and came back to them with one word...
"HORSE"
A Jeep is a "horse"...
They got rid of the square headlights, and made them round again (like horse eyes). They got rid of the "luxury" interior (who ever heard of a cowboy riding a luxury horse?).
http://changethis.com/manifesto/24.K...owTheCodes.pdf
Apparently he usually charged hundreds of thousands of bucks (at least) for his work... (Probably more nowadays...)
The campaign for the Jeep Wrangler worked!
Good question, though! I'd love to hear other examples...
Best wishes,
Dien