Here’s How General Motors Should Repair Its Brand Image and How You Can Too
Learn how GM’s engineering created Buick’s brand identity crisis and how the Domino’s Pizza approach can help them turn it around
When I saw the latest 2020 Buick commercial, my head turned away in disappointment ever so slightly with barely pursed lips — like Miranda Priestly’s pout scene in The Devil Wear’s Prada. It was as if I refused to be worked up by such a letdown. “Not again,” I thought.
The commercial starts with the driver picking up his friend for dinner. Surprised as she sits in the SUV, she rhetorically inquires, “Nice! This is the new Buick?” To which the driver corrects her, “You mean the new Alexa.” The “Buick vs. Alexa” debate goes on for the next 30 seconds and then extends to the waiter and waitress when they reach their destination.
Why Buick Commercials Frustrate Me
The identity crisis that Buick has experienced and shamelessly marketed for decades hasn’t changed. In 2018 they launched a commercial titled “Mistaken Identity,” where various people mistake the identity of new Buick models. In 2014, they released a commercial titled “Hmm,” where the catchphrase “That’s not a Buick!” became popular.
