Three Lessons to Learn from GM
The fact that we might be able to learn a thing or two from GM is proof that even dreadfully dire situations can be salvaged. Sure, $50 billion in government loans helped a little, but a retooled marketing strategy has hastily pulled the company out of the ditch during this not-so-sound phase of modest economic recovery. Here’s what I’ve learned:
1.    Step back, assess and edit.
Or in GM’s case, truncate. Through its family of brands, GM had something to offer everyone. The problem was, cars like Saturn and Pontiac found themselves in a very crowded middle market. GM cut back to the core, pruning underperforming products and refocusing where they knew they could succeed.
2.    Focus on your product.
GM had a stable of products that had not been updated in more than a half dozen years. Yes, they’re still making the Impala. New design sells. It was time to reinvent and revive the old as well as introduce some new.
3.    Speak plainly.
Break Through. Life, Liberty and the Pursuit. Art and Science. Mark of Leadership.
Cadillac alone has had all four of these taglines, and all in about as many years. The above lines were developed when the Cadillac line didn’t leave marketers anything tangible to promote. In the absence of performance, awards or technical innovations, GM’s agencies gravitated to emotional fluff the cars themselves could support. New leadership favors a more direct, rational approach. GM is in the process of shifting the discussion to one about, well, cars.
The new economy consumer is a mix of cautious, rational and skeptical. He demands proof of product excellence and the justification needed to part with his dollar. It’s nice to see GM begin to meet his standard.
