Brand brief: GM ‘230’ fails to engage customers


Last week, remedy we asked whether or not GM would be able to “go the distance” after creating a huge buzz surrounding the “What is 230?” campaign for the Chevrolet Volt (still not as good as 330). Since then, dosage GM has done little to ease our minds. The foray into Internet marketing lacked information, advice timing, and a target audience. We’re still not sure why a teaser campaign was run with at least a year to product launch – you can tease, but don’t be mean (see Ad Age article).

We’re watching you eagerly GM, but not as eagerly as we’re watching your spinoffs.  Saturn is pulling the auto industry into a postmodern era, and being downright human about it.  And of course, we’re very curious what Magna and Opel are up to. Good luck GM, let’s see how long you can juggle all those brands.


Ad Age article re: GM 230
Motor Trend aritcle re: a postmodern Saturn
BrandJam, August 13 re: auto tag lines and Saturn tweets
#BrandJam is live on Twitter
Saturn on Twitter: @lisagilpin & @tomfolger
Brand Strategy Boot Camp, Ottawa, Ontario, August 27

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