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7.1.08

Signs that GM appreciates branding 

New Year, new blog—at least over at , which launched its GMnext site and blog last week.
   Since ’s arrival, does seem more invigorated. GM FastLane, which has become a very popular corporate blog, paved the way. While that blog will continue, GMnext is about engaging in a dialogue about the future of and greater industry issues.
   And it really seems like GM is beginning to understand . Ten years ago, it thought branding was selling cars as though they were supermarket products. Now it is beginning to understand that engaging consumers and creating experiences are part of its task.
   Christopher Garber, Director, GM Global Communications Technology, wrote in the launch post, ‘If you haven’t been able to tell over the last few years, GM is really, really trying to do things differently, and not just in the way we’re designing and engineering our products.
   ‘This means telling our story, and spurring both with and among the driving public, in a more honest and open kind of way.’
   To show even more that they know what they are doing, GM has had staff blog for a period before the launch, to get content on there and to have a tag cloud going. This obeys the usual rule that any venture must be launched internally before it goes to an external audience.
   Sales may be down for 2007, but I think —and following through on consumer inputs—could well help GM regain its strength, despite forecasts of a depressed auto market in the US in 2008.
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Comments:
Some good commentary about GM's tactics on the latest FIR podcast:

http://www.forimmediaterelease.biz/index.php?/weblog/the_hobson_holtz_report_podcast_308_january_7_2008/  
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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