GM’s CMO Robert Lutz was recently told an awful truth: “In my group it is just uncool to drive a GM car — even if they are as good as the imports.” He replied: “I guess it depends whether you have your own personality or whether you are a lemming-like follower of current trends. I think an audacious and bold person with a mind of his or her own would go to a dealership and see that our new vehicles easily trounce the foreign competition. . . . It’s uncool to drive an import.” It’s hard to assess how many ways this violates the marketer’s handbook…but I’m going to try.
strategicDecember 19, 2014
culturalDecember 19, 2014
creativeDecember 19, 2014
economicDecember 19, 2014
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