Chevy’s next ad campaign must define brand

FROM THE BOSTON HERALD:  What is a Chevrolet? That’s the question executives must answer as the brand returns to its rightful place at the heart of General Motors.

Getting it right will be a big step toward making GM a stable, profitable business. Blowing it raises fresh questions about the automaker’s management and the company’s future. GM fails unless Chevrolet succeeds. Chevrolet accounts for nearly three-quarters of GM’s U.S. sales this year.

And that makes it a little scary that GM has had such difficulty defining just what it means to be a Chevrolet. The brand has been through three advertising agencies and three slogans in a year.  MORE»