by Devon Thomas Treadwell | Jul 19, 2009 | Branding, Positioning
Dear General Motors: I read in The Wall Street Journal that you want to attract a younger audience to your Buick brand. As an American taxpayer, I own 62% of your corporation, so it pains me to say that this strategy is doomed. The Buick brand is imprinted as a car...
by Devon Thomas Treadwell | Jun 8, 2009 | Branding, Positioning, Uncategorized
GM has announced that it is selling its Saturn division to racing icon Roger Penske. The $1.3 billion Penske Automotive Group has a number of auto-related businesses, including exclusive distribution of the Smart Car in the U.S. and a collection of dealerships...
by Devon Thomas Treadwell | Jun 1, 2009 | Branding, Naming
Looks like I was giving Microsoft too much credit when I wondered if “Bing” was a shortened form of “bada-bing” and might refer to the ease of finding what you want with its new search engine. Cnet reports that in addition to branding the...
by Devon Thomas Treadwell | May 26, 2009 | Branding, Naming
Rumor has it that Microsoft’s new search engine–previously known as Live Search, then temporarily renamed to Kumo–will now be launched as “Bing.” Admittedly, we have been tough on Microsoft for its lackluster naming. But when a company...
by Devon Thomas Treadwell | May 5, 2009 | Branding, Branding Debacles, Naming
Communication is a two-way street. What’s sent isn’t always what’s received. So when you find out that what you’re sending is being horribly misinterpreted–to the point of angering people and potentially damaging your...
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