Archive: february 21, 2008
HUMMER attacks perception problems with "Purpose Built" campaign

Filed under: SUVs, Marketing/Advertising, HUMMER
HUMMER's image has always been one of excessive excess. While much of that portrayal is due to GM's own marketing, the people who purchase the imposing 'utes - be they high-profile celebs or well-to-do suburbanites - have done more to define the brand than GM's marketing boffins ever could. But the General wants to change all that.Mark LaNeve, GM's North American veep of sales, service and marketing, is spearheading a campaign that's trying to show HUMMERs in a different light; specifically vehicles to get a particular job done. "No one criticize...
View full article at "Autoblog"
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