'Dodge. Different.' wins high praise

To the Editor:

I am writing about your July 2 story on changes in Dodge advertising.

Dick Johnson deserves recognition for the brilliant concept of the "Dodge. Different." ad strategy. The idea of red vehicles, usually against a white background with black lettering, created a brand identity that tied the entire Dodge lineup to a common theme.

The use of spokesperson Edward Herrmann with his deadpan narration was, to my way of thinking, a master stroke. The overall cohesiveness is something that is lacking in most other car-division marketing. Thanks for a job well done.



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