One of the smartest voices in branding is Laura Ries. She has an excellent post on Saturn’s current branding woes.
This from her post:
In 2002, Saturn tapped Goodby, Silverstein for some new advertising.
Sales continued falling to 212,017 in 2004, its worst performance since
1992.Despite the poor sales results, Goodby’s work won lots of
advertising awards and accolades and did plenty to reaffirm the shop as
one of America’s premiere creative agencies. But it did nothing for the
Saturn brand.
Read her post here.
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