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In branding we often are called upon to "reposition" a product or a company. To accompish this task, marketers frequently call the creatives and ask them to dream up a new, relevant position for today's consumers. As ad agencies try to demonstrate their zany creativity, they often take the brand down a path that is neither creative nor relevant and often damages the brand in the process.
(For an example, see Thirsty for some Diet Pensacola?)
Yet, on occasion someone gets it right. The "Rethink American" campaign for Saturn is one such example. It taps into the historical success and essence of the brand. For years, Saturn has followed the same fate as the other cars in the GM family. It was just another nameplate with no clear role in the brand portfolio.
The Rethink American campaign puts Saturn back on the map as the American innovator it was in its early days. The campaign does not reposition the company; it taps into the brand's history and solidly claims its role in the brand family, making it a desirable option in the automotive market. In the past, Saturn taught Americans to demand a different sales experience. Today, Saturn can teach Americans to expect more from their domestic cars.
This campaign is the first sign in a long time that Detroit understands America. (Not to mention the political undertones of the phrase "Rethink American." It works on many levels!)
I wonder how many more American car brands could be revived by tapping into their historical brand essence and expressing it in ways that are relevant to American drivers today. And this does not mean bringing back one more muscle car!
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