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Dodge Data & Analytics provides essential data, news, insights, and intelligence to strengthen their market position. Recently a number of new players have entered the low end of the market and our direct competitor has dramatically reduced pricing. Our assignment was to develop messaging that made current and potential customers feel Dodge is worth paying a premium for.
By using powerful, indisputable facts and dramatic imagery to position Dodge as the most powerful brand, we changed the conversation and, in effect, positioned our smaller and lower-priced competition as weaker.
Both internally and externally, the conversation changed from how expensive Dodge is to how powerful Dodge is. This perception pervaded the messaging in sales materials and sales presentations