08-12-2009: For GM, it's the Branding, by John Malmo.
MEMPHIS, TN (WKNO) -
Advertising managers have been telling GM to forget about the new marketing, just get the product right. None of GM's remaining four brands has any real marketing position. Patriotism is not a strong position, so "an American Revolution" for Chevy really has no meaning to buyers. The sad thing is, though, that GM is actually making a lot better cars, according to JD Powers, while their sales continue to fall. It's never just the product. Every successful brand has to mean something to buyers. GM's don't. Does yours?
