Next time somebody tells you that brand image doesn’t matter, that the internet has transformed consumers into rational and well-informed shoppers, just respond with one word: “Malibu.”
In 2007, GM revamped the Chevy Malibu from top to bottom to compete, once and for all, with segment leaders Toyota Camry and Honda Accord, two cars that have ruled the midsize sedan market for years. The result is a $20k car that looks, drives and feels like a luxury sedan.
Consumer Reports recommends the new Malibu. Kelly Blue Book concludes that it looks like a $40k car. JD Power ranks the Kansas City factory that builds it as one of the top three quality plants in the country. It was voted Car of the Year.
Nevertheless, more than twice as many people bought a Camry last year.
It is unreasonable to expect to rewind years of inconsistent quality and value in one year. Having worked with both Ford and Toyota at Y&R and Saatchi, I have seen first hand the hurdle that domestic brands face.
As consumers, perhaps it's time to rethink our aversion to domestic cars, do some homework to update our facts, and, minimally, take a test drive. Then buy the best car.
As marketers, never assume we can milk a brand (or starve it) for years and expect consumers to stay loyal.
How the Handover Begins
Today’s New York Times features an article that pulls back the curtain on how the AI handover is getting underway, how Google, Meta, X, et a...
-
I don't know who authored this quote, but I found it in this video of a presentation Yves Behar gave at TED about the need for design t...
-
As a passionate Giants fan it is safe to say that I had a good time yesterday. But as an advertising professional I felt a bit underwhelmed ...
-
I was thinking the other day about the DNA of premium brands . One thing is certain -- it's a relative idea. For example, Hyatt is...