By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-856932.mp3
08-12-2009: For GM, it's the Branding, by John Malmo.
Memphis, TN – Advertising managers have been telling GM to forget about the new marketing, just get the product right. None of GM's remaining four brands has any real marketing position. Patriotism is not a strong position, so "an American Revolution" for Chevy really has no meaning to buyers. The sad thing is, though, that GM is actually making a lot better cars, according to JD Powers, while their sales continue to fall. It's never just the product. Every successful brand has to mean something to buyers. GM's don't. Does yours?
John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com.