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Showing posts from December, 2009

How Cadillac can become cool again.

BNET contacted me recently and posed this question, “What should Cadillac do to strengthen its brand image?” The article appeared today on BNET .  Given the limitations of space, the article had to excerpt the ideas put forward from each of the brand strategists who were interviewed.  But given the unlimited space of my own blog, I thought I’d offer up the complete point of view I shared with BNET. Here's what I think Cadillac should do to regain its mojo. Behave like a technology brand, not an automotive brand. Throughout the last century the automobile stood for freedom, mobility and joy.  Cars represented modern life at its best.  Today, technology defines modern life. Each new smart phone or lifelike home theater joyfully proclaims that today is better then yesterday.  Automotive brands such as Lexus and Ford are beginning to embrace this idea. Cadillac's brand positioning should be grounded in technology. This requires more than simply promoting whiz-bang gizmos