Let’s just keep banging our heads against the wall
November 18th, 2005
Buick, Buick, Buick – what are you doing? The article in Adweek today says that McCann Erickson has ditched the “Dream Up” Aerosmith campaign and replaced it with – what was it again? Oh yeah: “Beyond precision.”
The people who design, engineer and manufacture Lucerne are some of the best in the world, and have a near-fanatical way of looking at Lucerne’s details,” said Margaret Brooks, Buick marketing director, in a statement. “We want advertising that shows the fruits of their labor and spotlights some of Lucerne’s finest details.
I don’t understand why the boys and girls at Buick and at McCann haven’t learned that, even with a $120 million budget, those TV and print ads just don’t matter. The brand doesn’t stand for anything. And you can’t make it stand for something with the same ol’ status quo when the identity has no soul.
“Beyond precision” and “Dream up,” are just (bad) taglines. And this new one, you could put just about any car manufacturer’s logo on top of it.
The demise of Buick is looming. The dead horse is being kicked.
Other posts by Spike.
Olivier Blanchard says:
They still make Buicks?
February 21st, 2006 at 7:41 amJohn Gabriel says:
Of the five least-stolen car models, Buick accounts for three (HREF=http://www.nbc4.com/transportationandtravelarchive/3833590/detail.html). Release Tiger Woods and Aerosmith from their contracts. Go the way of Hudson and DeSoto. The (black) market has spoken.
February 21st, 2006 at 7:41 amDJ says:
The Buick brand may provoke barely a shrug over here, but Business Week reveals a piece of true global weirdness: BUICK is HUGE in China. According to the article, “the $437 million profit GM made last year (2003) in China, selling just 386,000 cars, compares with an $811 million profit made in all of North America on sales of 5.6 million autos. In the first quarter of this year (2004), GM’s total China profits quadrupled, to $162 million. It appears that the wall they’re bangin’ their heads against is the Great Wall. And it’s workin’. In Bizarro world, what’s good for General Motors is good for China.
February 21st, 2006 at 7:42 am