Lady Liberty does
a make-over
Brand Strategy options
for the US Government
& General Motors
By Dennis Van Staalduinen
Chief Consultant
Slide 1

Background: the brand challenge
Monday June 1, 2009:
• GM files for Bankruptcy Protection.
• US Federal Government announces that it will own a whopping 60%
stake when the company re-emerges in 60-90 days.
• Brand geeks everywhere ask:
• 1) What will the new company be called?
• 2) How will the new company leverage the equity of these two
powerhouse brands?
Brand Strategy experts at Brandvelope modestly propose:
4 brand strategy options
for the new corporation.
Slide 2

OPTION 1: Endorser Brand Strategy:
Existing GM brand dominates underscored
with prominent US Government “endorsement”.
General Motors
A United States Government Brand
Verdict: boring, but functional.
Slide 3

OPTION 2: Master Brand Strategy
US Government brand dominates, augmented with
plain language descriptor for “sub-brand”.
United States Government
Automotive Products Division
Verdict: really, really boring.
Slide 4

OPTION 3: Composite Brand Strategy
The two brand names are merged into a single entity -
+ design elements from GM preserved
+ a clear new tag line.
General-US Federal
Government Motors
Hard-earned American Tax Dollars at Work
Verdict: kinda sexy… getting warmer.
Slide 5

OPTION 4: A brand new brand
Creates a “New Deal” for GM.
Verdict: that’s it! Miss Smith: get me the White House!
Slide 6

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Slide 7