Being in the marketing/branding/advertising industry, I can say that the continual chopping and changing that has happened overtime as indicated in the article is part of the problem. Unless your marketing team and the associated creative agency team are working closely together overtime, understand intimately the target market and prime prospects, have a clear understanding of the Point of Difference for the product and the associated "hooks" - you will never have a memorable or cohesive marketing campaign. Add to this the fact that Saab was operating in the GM realm of mediocrity, and it is no surprise that the result is "wallpaper" advertising.

Unlike others, I did see TV ads and ads in C&D and R&T, but as I wrote previously, they were stunningly bad and I questioned not only the agency team's ability but also the Saab marketing people involved.

The window for being able to turn things around is limited. Saab needs to sell new cars to survive, and without a strong US market, they can forget about being able to meet their targets. I hope there are people at HQ in Sweden who are working to improve this (or they bring in the needed talent) to make this happen. As was mentioned, the Saab advertising has not historically been a strong component of the sales program (my personal fav is 'The Most Intelligent Car Ever Built' - back when this was a legitimate claim).

Word of mouth only drives so many people to test drive (an absolute necessity to get sales moving). Having cut-through, unique, interesting, exciting, thought-provoking advertising is a key essential (and of course, competitive or more than competitive product).

Sorry for the rant, but when you are a Saab fan(atic) and involved in advertising, this gets me charged up.

BTG88

01 Viggen Cvt

posted by 72.228.33...

• recent Saab developments, David in Michigan, Wed, 12 Jan 2011 14:16:27
  • Lots of moving parts to coordinate (long), Noel, Sat, 15 Jan 2011 06:52:50
  • They need a new 9-3 before a big push, Mike Johnson, Thu, 13 Jan 2011 07:27:18
    • I agree, No Snaab, Fri, 14 Jan 2011 16:04:35
  • Re: recent Saab developments, ChrisP, Thu, 13 Jan 2011 06:37:11
  • Re: What is Needed, BTG88, Wed, 12 Jan 2011 19:04:33 <-- Viewing This Message
    • Re: What is Needed, James, Thu, 13 Jan 2011 08:19:47
    • Re: What is Needed, turbocon86, Thu, 13 Jan 2011 07:36:05
      • Re: What is Needed, KevinM, Thu, 13 Jan 2011 19:20:13
      • Re: What is Needed, ron, Thu, 13 Jan 2011 08:12:46
  • Well, ya...they should be reviewing the ad agency...., turrbo , Wed, 12 Jan 2011 18:35:24
    • Re: Well, ya...they should be reviewing the ad agency...., LesH, Wed, 12 Jan 2011 18:37:34
  • Re: recent Saab developments, John Myers, Wed, 12 Jan 2011 15:20:05
    • Re: recent Saab developments, pete , Wed, 12 Jan 2011 20:02:36
      • Re: ...or BMW's agency. n/m, Street, Wed, 12 Jan 2011 20:43:34

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