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.
strategicNovember 24, 2014
culturalNovember 24, 2014
creativeNovember 24, 2014
economicNovember 24, 2014
© 2014 Davis Brand Capital. All rights reserved.