Last week, General Motors Co. marketing chief Joel Ewanick shared his impressions of the marketing strengths and challenges facing the company's brands with Automotive News reporters and editors. Here are some of his thoughts.
On Chevrolet ...
-- Chevrolet needs no tag line because its identity is widely understood. The bow tie logo carries plenty of cachet. "Chevrolet has a soul."
-- The new Corvette commercial, "Still Building Rockets," highlights an emotional connection with consumers that GM marketing is trying to establish for all of its brands. "We should be using the Corvette to make a statement about Chevrolet. The Camaro could be a halo. The Corvette could be a halo."
The ad was produced by Chevrolet's new lead ad agency, Goodby, Silverstein & Partners.
-- Old pal Chris Perry, brought over this month from Hyundai, will accelerate the push to "tell Chevrolet's story."
On Cadillac ...
-- The brand's distinctive design separates it from more conservative luxury competitors. "Consumers don't want the same as everybody else."
-- The division signed a deal to put the SRX crossover at the Northstar-at-Tahoe ski resort in California for guests to test drive. "This is a brand that we need to engage consumers and put them in places where they are not used to seeing them."
-- At auto shows, Cadillac will be separated from other GM brands to emphasize its uniqueness. In some cases, the brand displays at the shows will be turned against each other so they don't appear to be from the same manufacturer. "Just little signals that they don't come from the same place."
On Buick-GMC and pickups ...
-- Unlike Chevrolet, Buick might get a theme or tag line to help describe what the brand stands for as its products evolve.
-- A Chevrolet Silverado pickup campaign in October will feature the good-natured ribbing that arises when truck owners of competing brands get together. "It's fun to hear the teasing. Isn't there a way to use some of that?"
"Understand the customer better than the customer understands himself."