Word: gm
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...There will be more aggression in Phase 2 of the campaign, says Jay Spenchian, GM's executive director of corporate advertising strategy, who describes his company's current relationship with its customers almost as if it were a lovers' quarrel. "When you've had a disagreement with somebody and you acknowledge what they're feeling, it can really help them hear you," he says. And while he acknowledges that some within his firm were concerned about the image of a disabled athlete, they became convinced that the one-legged runner was an apt visual metaphor for overcoming adversity...
...Several other marketing experts question the wisdom of touting the GM brand at all right now, suggesting a dignified silence might be the best policy. "Even people who rave about their new Camaro really hate GM," says automotive-marketing consultant Brian Pasch. "[The company] should separate the loyalty for the brand from the anger at the bureaucratic mess that is the management...
...Whether or not the new ad sells cars, it is clearly having a cultural impact. It has already spawned at least one spoof ("Let's be completely honest," it opens. "Our lawyers say we have to ...") and much Internet chatter, with one wag wondering if GM was wise to adorn the spot with music from a song ("Interstate 5," by the Wedding Present) about a person who was used for a night and then abandoned. Here's hoping GM customers don't identify with the lyrics too closely...
...GM stock has been delisted, dumped from the Dow, and is pretty much worthless. But with government backing, as they say, even pigs can fly. Indeed, just days after filing for bankruptcy, General Motors Corp. is already plotting a path beyond Chapter 11, including the sale of stranded assets and even an offering of new stock...
...principle shareholders of any new GM - the U.S. Treasury, Canada's federal government and the United Auto Workers (UAW) - are keenly interested in getting GM stock back into circulation. "There is a lot of interest from the future stakeholders ... to start the process of selling down the shares. All agree that it's important to make General Motors a publicly traded company," says Ray Young, GM's chief financial officer. The earliest it would happen, Young projects, is around the first or second quarter of 2010. (See pictures of the remains of Detroit...