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Lady Liberty does
a make-over
 Brand Strategy options
 for the US Government
 & General Motors

 By Dennis Van Staalduinen...
Background: the brand challenge

Monday June 1, 2009:
• GM files for Bankruptcy Protection.
• US Federal Government announ...
OPTION 1: Endorser Brand Strategy:

Existing GM brand dominates underscored
with prominent US Government “endorsement”.


...
OPTION 2: Master Brand Strategy

US Government brand dominates, augmented with
plain language descriptor for “sub-brand”.
...
OPTION 3: Composite Brand Strategy

The two brand names are merged into a single entity -
+ design elements from GM preser...
OPTION 4: A brand new brand
Creates a “New Deal” for GM.




Verdict: that’s it! Miss Smith: get me the White House!
     ...
www.begtodiffer.com

   A new blog for brand geeks.
   Join the discussion.




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LADY LIBERTY DOES A MAKEOVER - REBRANDING OPTIONS FOR GM

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Summary: Summary: A modest (and tongue-in-cheek)proposal to help the US Government integrate General Motors with the US Government brand.

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Transcript of "LADY LIBERTY DOES A MAKEOVER - REBRANDING OPTIONS FOR GM"

  1. 1. Lady Liberty does a make-over Brand Strategy options for the US Government & General Motors By Dennis Van Staalduinen Chief Consultant Slide 1
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. www.begtodiffer.com A new blog for brand geeks. Join the discussion. Slide 7

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