And the ugly Pontiac Aztec was never gotten rid of, for legacy cannot be forgotten, can it?

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we love rick reason #4 Rick, your brand strategy can’t get more complex! Rebranding the current band of better-looking and superior-performing GM models with the same ‘old’ branding principles is another ‘no-brainer’ exercise undertaken by you. Experts confirmed that the brand new Malibu saloon and the CTS & STS range of vehicles required an unrelated new brand platform that was not corrupted by the ‘legacy’ liabilities of the past. But you Rick, continued branding the promising Malibu, with the Chevrolet brand and CTS/STS with the Cadillac brand. And the ugly Pontiac Aztec was never gotten rid of, for legacy cannot be forgotten, can it? And now we’ve come to also know that you will continue to depend on your ‘Chevrolet-Cadillac-Buick-GMC’ brands. Then comes your plan to make Chevrolet the ‘central’ brand. That this brand is the most ill-positioned in the GM portfolio need not be consequence.


If you don’t believe it, then we must ask you this. Did you yourself know that GM sells both high-priced sports vehicles (like the Corvette Z01) and small cars (like Aveo, Spark et al) under the Chevrolet brand? Rick, though we know and fanatically believe that your ‘multi-pronged branding strategy’ is too intricate and complicated for your own managers and customers to understand, we’ll stand by you come hell [which seems to be where you’re headed].


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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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