"How Can General Motors Remake Itself?" asks Stuart Elliot from the New York Times today. I'm glad he asked (me)...my response, caveated by Stuart's warning that free advice is sometimes worth what it cost:
The most important step General Motors can take is "to reverse-engineer its marketing strategy," said Joseph Jaffe, president of Jaffe, a new-marketing consulting company in Westport, Conn., "from a top-down approach to a bottom-up approach."
"General Motors has forgotten who drives its cars," he added. "It all starts with one consumer, and you build from there."
To accomplish that, G.M. must accelerate a shift from its traditional "mass-market, one-size-fits-all approach," Mr. Jaffe said, as epitomized by broad-based television commercials and print advertisements, and more ardently embrace unconventional tactics. Among them, he listed producing video games that double as advertising; running ads in video games; inviting consumers to create their own ads, on Web sites; and making use of branded entertainment, embedding ads in television programs and movies.
...what are your thoughts?
Recent Comments