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Branding starts from the inside out
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Posted by water dog (more from water dog) on Tue, 11 Jan 2005 06:52:31 Share Post by Email
In Reply to: joint SAABnet project: who can find out SAAB ad agency?, prodigal son, Tue, 11 Jan 2005 01:21:22
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At least that's what we believe here at Octave Brand Communications. The diluted GM/Saab brand that we are speaking of is obviously an issue at GM which in turn is pushed outward to the consumer market. It would have nothing to do with the Saab ad agency of record since they would be taking direction from the Marketing folks at GM.

In Sweden and probably even Europe in general, the Saab brand is steaped in the culture. And I'm sure they "live the brand". Which is what truely makes a strong brand.

Unfortuneately, it's all about numbers for GM. And their involvement with Saab is not "brand-centric". So basically, they don't get it (Saab) and because of that, their messaging and market efforts are off-target. Which in turn, affects sales. Obviously, they don't see their off-base, branding efforts as the root problem. So in the eyes of GM, it's just the cars that aren't selling...bottomline.

What's the solution? Well, to do things the right way, GM needs a brand strategy done the right way starting from interal branding and messaging first. Once they are on board and are capable of championing the brand correctly and consistently, then they can effectively put together campaigns for the consumer market that have consistent messaging and are on target. Then, increased sales will follow.

It's not rocket science, but a lot of times corporations, especially large ones like GM, are blind to the effectiveness of good branding. And most people don't even realize what it truely is or what it takes to built it.

water dog

posted by 69.21.200...

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