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GM REINVENTION?

Here’s a look on the opposite side of the spectrum. Opposite from understanding consumer needs (insight) and generating solutions (ideas).

To be honest, this GM spot disappoints me. And its a sad testimony for traditional advertisers and marketers that have used emotional imagery and branding for good. Its basically smoke and mirrors and a complete waste of our money (yes, we now own 60% of GM) to produce a spot like this. Even if it is b-roll/stock footage.

GM has relied on their marketing (over selling inferior products) and finance units (cashing in on those who purchase outside their means) to stay afloat. That AND the $20B ‘bailout’. They should have focused on creating products that meet consumer need. Or like Toyota, prioritize engineering and manufacturing and let their products sell themselves… or at the very least develop products that don’t need marketing hype.

I believe we’ll see the companies willing and adaptable to change and transformation will survive and prosper. Those that don’t or think they have it all figured out (without understanding their customer’s values and aspirations), won’t.

I completely agree with your critique. When I first saw the commercial, I really was moved by it. There is this part of me that empathizes with GM. We’ve all had those moments where we haven’t done the right thing (sometimes over a prolonged period of time), and the motive we have for change is that we hit rock-bottom. However, once we hit that low something clicks. This commercial to me, at first, was about that ah-ha moment - that light switch that leads to better things.

But I watched it again with different lenses. This time, I watched it through the lens of history of how GM has done things in the past. And from that perspective I didn’t hear the tone of a recovering alcoholic. I heard the arrogant fat-cats creating a new spin - talking about innovations that other companies have already adopted without hitting rock-bottom to get there. With this spot, I feel like GM is touting this new era of thinking - not humbly, but with arrogance.

So, to me, this begs another question: how could GM approach this new era? Do they just let media spin rule the public perception? I believe the short answer is that they become transparent. They could embrace the notion that we own 60% of their company and that they’re going to be as candid as possible with their taxpayer “shareholders.” Maybe they take the steps of a recovering alcoholic and admit the greedy mistakes of the past - not to dwell on it, but to validate their hope for better things to come. Maybe GM says, “You know what, we know that we’ve been given another chance because of you, the American Taxpayer. And we don’t take that lightly - we know we don’t deserve it. But we’re going to make the most of this new opportunity and we could use your support and your participation.”

I’m not sure if that’s what their trying to do with their new microsite (http://www.gmreinvention.com). You’ll have to be the judge of that.

About

Justin Powell provides interaction design and strategy for Two West - a transformation design firm in Kansas City and Los Angeles. He is currently pursuing a MA Interaction Design from the University of Kansas. Justin is inspired when beautiful design meets technical functionality. His portfolio of work can be found at www.justinpowelldesign.com

GM REINVENTION?

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