Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.



Robert Lutz and Marketing Malpractice

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.

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