A while back I was interviewed for a piece on how Cadillac can regain its cool factor. The new spots from BBH are visually stunning and a step in the right direction. But the line "The Mark of Leadership" leaves me wondering how Cadillac intends to lead. Leadership in performance? Leadership in design? Leadership in technology?
If the answer is "yes" to all three, that is wishful thinking because it is not singleminded. Cadillac's identity is so fuzzy that it requires nothing short of a laser-like focus on one theme. In the piece I wrote I suggested technology, which by the way is a singleminded platform that can be used to support a range of messages, including safety, performance and even design.