There's been a really interesting thread going on on the VW Phateon that raises some valid points about product and brand. I've done some brand exercises (non-automotive) and there are certain questions an organization goes through to help it define its brand.
I thought it might be interesting to see how people percieve the six GM brands based on a couple of these questions. Reading various threads, there seems to be some range in perception - something GM has to deal with when it does this for real.
So, here's my "branding quiz":
1. Which division?:
2. Name this division's main competitors in the marketplace:
3. What charateristics make this division different than its competitors?:
4. Name a least one and up to three iconic cars from this division's past or present. These should best typify who the division is (or should be):
5. If the division were a person, name the adjectives that would best describe their personality:
These five questions are in no way definitive - a true branding exercise would be far, far more comprehensive. It's more of a litmus test to see how we all think of the various GM divisions.
I'll go first:
1. Which division?: Pontiac
2. Name this division's main competitors in the marketplace: Nissan, Mazda, Subaru, Dodge, Ford and, ironically, Chevy
3. What charateristics make this division different than its competitors?: The best Pontiacs have a kind of aggresive sophistication - very American and very male - yet capable of sophiticated performance. Sort of like an educated professional with blue collar roots who is as at home in the boardroom and beerhall.
4. Name a least one and up to three iconic cars from this division's past or present. These should best typify who the division is (or should be): 1965 GTO, 1970 Firebird, 1965 -1967 2+2.
5. If the division were a person, name the adjectives that would best describe their personality: lean, athletic, strong, down-to-earth, smart, capable, worldly.
Anyone else want to take a shot?
I thought it might be interesting to see how people percieve the six GM brands based on a couple of these questions. Reading various threads, there seems to be some range in perception - something GM has to deal with when it does this for real.
So, here's my "branding quiz":
1. Which division?:
2. Name this division's main competitors in the marketplace:
3. What charateristics make this division different than its competitors?:
4. Name a least one and up to three iconic cars from this division's past or present. These should best typify who the division is (or should be):
5. If the division were a person, name the adjectives that would best describe their personality:
These five questions are in no way definitive - a true branding exercise would be far, far more comprehensive. It's more of a litmus test to see how we all think of the various GM divisions.
I'll go first:
1. Which division?: Pontiac
2. Name this division's main competitors in the marketplace: Nissan, Mazda, Subaru, Dodge, Ford and, ironically, Chevy
3. What charateristics make this division different than its competitors?: The best Pontiacs have a kind of aggresive sophistication - very American and very male - yet capable of sophiticated performance. Sort of like an educated professional with blue collar roots who is as at home in the boardroom and beerhall.
4. Name a least one and up to three iconic cars from this division's past or present. These should best typify who the division is (or should be): 1965 GTO, 1970 Firebird, 1965 -1967 2+2.
5. If the division were a person, name the adjectives that would best describe their personality: lean, athletic, strong, down-to-earth, smart, capable, worldly.
Anyone else want to take a shot?
