I’m going to give a quick & dirty beginners course on how to listen to what is being said online in order to provoke your research & development efforts.
Growing up I was a huge Jeep fan. I’ve owned several Jeeps even attended a few of their Jeep Jamboree & Camp Jeep off-roading events. When the 2014 Jeep Cherokee (KL) was announced I was kinda psyched, until I saw it.
I was floored at how hideous this thing is but I thought … maybe my taste is just changing? I’m not a sixteen year old kid with hair to my shoulders, sporting fresh pair of Doc Martins and bumping the new Ruff Ryders CD on repeat anymore, right? (I was the effing man. Don’t question it.)
SO, I immediately took to the internets and wanted to hear what other people had to say about it. Hi, social media? Search.twitter.com please. Bam. Immediately plowed in the face by how many people took the time to talk about it. (AND ITS STILL HAPPENING) At this point, Chrysler obviously knew they had a problem but …
So I’m thinking … they are an enormous corporation. Surely the will come to their senses, see the public outcry and pull the release. They have Radian6 or something right? There is still time to change !? No. Here is why: only startups have the foresight & ability these days to run a test of a product or service, see how it fairs and scale up from there. That my friends, is agility. No red tape. Small investments. Test until it is proven.
Time goes on. Maybe people have warmed up to it. Maybe its just me? Time for some searching. Google: "2014" "Jeep Cherokee" and "so ugly" … 33,000 results.
A few things to consider. Each one of these results is a mouth-piece. Every mouth-piece varies in degrees of exposure and surely some are massive publications that are completely marring your product and some are lowly basement dwellers that have a limited broadcast. HOWEVER, little ears reach big ears eventually and vice versa.
Your choices here are to either A, make an immediate pivot when people react this badly and for this long or B, have the intelligence and foresight to get opinion of the product prior to making such a bad mistake.
Ultimately, this vehicle may still sell well but the lasting brand impact that remains on such a die-hard group of “Jeepsters” could potentially last for a brands lifetime. Lesson learned? Class dismissed.