VERITAS TD&F: FUMBLE- GM'S WRONG MESSAGE IN A BOTTLE
General Motors Co. (GM) announced it will be using ‘its iconic Cadillac brand to sell a line of fragrance for men.’ The new line, licensed to Beauty Contact Inc, is expected to launch this fall to mark Cadillac’s 100th anniversary. GM, a company emerging from bankruptcy and a recipient of billions of dollars in government bailouts, has been trying to set its message on ‘reinvention’. The company's bold messaging about a renewed focus on ‘fewer, stronger brands and models’ has made stakeholders take notice. Spending newly acquired taxpayers dollars on a new cologne seems a departure from this message. This type of mixed messaging is something GM cannot afford to be sending, especially when it is trying to gain confidence in a depleting and shaken customer base. This campaign easily earns GM a Veritas Eau-de-Fumble. GM should focus more on its cars and less on the scent of the driver.
I am the president of Veritas Communications. At Veritas we help our client partners break through by designing and implementing strategic communications programs in each of Marketing Public Relations, Corporate and Public Affairs and Health Education. Our vision is to live and die by the strength of our people and our ideas and to be known for that. With the launch of com.motion we are making a mark on the social media landscape to provide our clients with new mediums for the delivery of their messages. It's exciting and it's fun.
No comments:
Post a Comment