Ewanick should tout brands, not GM

Here's a suggestion for General Motors' new marketing boss, Joel Ewanick: Stop mentioning General Motors.

At least not in any TV spot, ad copy or anything put in front of consumers. Let the recent commercial with CEO Ed Whitacre touting the company's repayment of federal loans be the last mention of GM.

Let's face it: GM doesn't sell cars anymore. GM has long carried Rust Belt associations. Now the Mark of Excellence carries worse baggage: bailout and bankruptcy.

The cure is the brands. Ewanick should devise sharp and memorable brand messages for Buick, Cadillac, Chevrolet and GMC -- and stick with them.