On June 14, 2013, Bob Ferguson, Vice President of Global Cadillac, spoke to a large group of industry professionals at the Adcraft Club of Detroit GM Day. Ferguson is clearly focused on the long-term brand strategy to bring Cadillac back. After some neglect and declining market share for more than thirty years, Cadillac recently has had its highest sales spike since 1976.
Ferguson focused his discussion on Cadillac as an epic tales of sorts. The hero is the automobile, with various sections of the story revealing its true character. Ferguson describes it as a tale with three acts.
- Act One: Cadillac is described as the hero in its infancy. It is born. It leads. It is iconic. It holds the virtues of the American public. As many know, Act One lasted for many years, from approximately 1902 through 1976.
- Act Two: Things were shifting and the hero that is Cadillac was lazily focusing on size and its past status. Cadillac, the hero, slumped. It was caught off guard by its enemies and the new idea of what an iconic car should be. Act Two lasted a lot less longer than the previous act, from approximately 1976–2012.
- Act Three: Cadillac is described simply as redemption. The hero…
Read my entire article originally published on the Talent Zoo blog Beneath the Brand here: http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=17905