Today I had an opportunity to pitch my creative ideas and insights to a journalist from a major on-line publication about strategies Cadillac might use to revitalize their brand.
Part of the problem as I see it is, GM has become like a gigantic, big-budget locomotive engine that appears oblivious to the changing landscape; puffing along, and up until recently, quite complacent and comfortable. What I suggested is that both GM and the Cadillac brand, need to create a cultural message (think Volkswagen van), seek out "uncomfortable and unsafe" marketing channels, and learn to obsess about their customers.
It is time for auto manufacturers to re-discover their story; the cultural and social "why" behind the purchase. Forty years ago, car models conveyed the lifestyle, and reflected the views/values of, the customer -- that some how got lost in MPG's, RPM's and the MSP! There is a sexy Cadillac swagger out there that remains undiscovered and untapped.
What's your story? Isn't it time to start telling instead of selling?
Wishing you success!
Deborah
