Friday, July 24, 2009

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.

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