Salvaging Saturn's Strategic Soul
I don’t like to pick on companies, but I can’t help but comment on the latest article in Advertising Age about Saturn (http://adage.com/article?article_id=114716). This article, by Jean Halliday, laments the loss of Saturn’s brand soul.
I concur that Saturn has lost its brand soul, but even worse, it has lost its strategic soul. Apparently, the latest decision by Saturn management is to hire a new advertising agency. Now, I am an ardent believer in the power of advertising – especially for consumer brands – but, advertising alone will not save Saturn.
Advertising in the absence of a holistic marketing strategy that springs from a sound business strategy is a disaster waiting to happen. Even if it’s the best advertising money can buy.
More consistent and appealing advertising will revive Saturn’s consumer appeal. Unfortunately, it won’t fix the brand’s other, equally important problems. Who will reduce the added cost incurred by the larger product lineup? Who will reduce the significant overhead allocation the brand must carry to use the engineering, design and other expertise of its parent? Who will ensure that the brand can actually keep its renewed promise to consumers?
Who will restore Saturn’s strategic soul?
I concur that Saturn has lost its brand soul, but even worse, it has lost its strategic soul. Apparently, the latest decision by Saturn management is to hire a new advertising agency. Now, I am an ardent believer in the power of advertising – especially for consumer brands – but, advertising alone will not save Saturn.
Advertising in the absence of a holistic marketing strategy that springs from a sound business strategy is a disaster waiting to happen. Even if it’s the best advertising money can buy.
More consistent and appealing advertising will revive Saturn’s consumer appeal. Unfortunately, it won’t fix the brand’s other, equally important problems. Who will reduce the added cost incurred by the larger product lineup? Who will reduce the significant overhead allocation the brand must carry to use the engineering, design and other expertise of its parent? Who will ensure that the brand can actually keep its renewed promise to consumers?
Who will restore Saturn’s strategic soul?
Labels: automotive, branding, strategy
