Listening Skills New Requirement For Brands

According to Adweek, Chrysler is introducing a new customer-centric corporate tagline: “If you can dream it, we can build it.”
The campaign addresses topics, such as quality, fuel economy and safety. One print ad asks, “What exactly are the qualities of quality?” and features a lengthy essay on the topic that talks about “putting the customer back in charge.” The new tagline appears at the end.
“[The campaign] is part of Chrysler’s effort to listen to customers more than ever before,” said Deborah Meyer, Chrysler’s CMO. She said the carmaker’s new customer advisory board has already garnered 5,600 online responses from people who are willing to tell Chrysler which designs and features they want to see in future cars.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Bad Tags says:

    Awfully similar to a furniture store in Chicago’s tagline:
    You dream it. We build it.
    Walter E. Smithe