I don't think it's fair to criticize advertising campaigns—picking apart someone else's hard work is for non-achievers. But today I've got to make an exception.
How do you confront a market perception that your products are inferior?
Let's look at how General Motors, in print and at its Web site, appears to be doing this.
In print, it was a two-page spread. I saw it in a waiting room in the June 22 issue of People (Cover 2 and the facing page).
The headline is this:
THE LONGEST ROAD IN THE WORLD IS THE ROAD TO REDEMPTION
On the facing page, a smaller headline:
Thirty Years Ago, GM Quality Was The Best In The World. Twenty Years Ago, It Wasn't. The Story Of Our Long Journey Back