Defense

GM’s Marketing Struggles

7 May , 2010  

General Motors continues to flail in the marketing area. This week brought two rather disconcerting announcements.

First, GM announced that (surprise!) it was appointing a new head of U.S. marketing. This is apparently the fourth person to hold the post in the past 12 months, which means GM is going through marketing leaders about every 3 months. This is not a good way to build strong and enduring brands.

The latest hire, Joel Ewanick, appears to be a gifted marketer. He was apparently behind Hyundai’s rather impressive rebound last year. Still, Ewanick will need more than 3 months to have an impact.

Second, GM announced that it was preparing a new marketing campaign for Chevrolet based on the line “excellence for all.” This is not promising.

A basic marketing rule is that you can’t be all things to all people. If you try to make everyone happy you will probably make no one very happy. And this is a problem when you have lots of capable competitors.

The line “excellence for all” seems to be a “let’s target everyone” type of effort. This simply isn’t going to work very well.

GM has a long way to go in the marketing area and based on these developments I’m not optimistic. Of course, things can’t get all that much worse.


Leave a Reply

Archives

Conversation Across the Site

  • David Rose { This sounds very very difficult. You put alot of energy into it and obviosly care. I would suggest you focus on the room and let... }
  • M E Lesniak { I think you picked the wrong hill to stand on. You work at one of the most expensive degree factories in the country and I’m... }
  • Stephen Calkins { Forgiveness based on income? What if it is a wealthy family that figured borrowing cheaply was a good deal, but there is massive wealth? What... }
  • Todd Holscher { Transparency in pricing is a very good idea. Students will still susceptible to the influence of marketing and advertising by colleges, but it’s the right... }
  • Emita Hill { Vast sums of money. Alternatively provide more support to state schools so they can lower tuition and maybe to privates strictly for scholarships. }
  • David Rose { Tim, I dont think your views are balanced. You obviously are being paid by these loans. The money has been given to your university and... }
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.