Marketing and all things related

Just a few weeks ago, we told you that GM decided to drop Led Zeppelin’s Rock and Roll as the signature theme music for Cadillac. Maybe now the news is getting worse. From 2001 to 2005, sales at Cadillac increased and impressive 37%, as new styling and new branding attracted a younger crowd. Older boomers kept buying, but were joined by jocks and hip hoppers. But sales are down 9% for the first half of this year, and GM has decided to court new buyers—women and dweeb guys. The Wall Street Journal fears this new approach will alienate buyers who have flocked to the brand in recent years. Rappers and athlete give Cadillac the cool factor sorely absent before the Led Zeppelin campaign. “In the new campaign, Cadillac hopes to humanize the brand and explain what it stands for, according to Liz Vanzura, who joined the brand from GM's Hummer earlier this year. Cadillac will be pitched as the maverick's brand, for consumers who don't want to be like everyone else and own a Lexus, BMW or Mercedes.” While Marketing Blurb cannot speak to future styling for the brand, we hope this new approach does not change Cadillac back to a boring overpriced dinosaur.