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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

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ABOUT THE AUTHOR
image of Michael Fischler

Michael Fischler is founder and principal coach and consultant of Markitek (markitek.com), which for over a decade has provided marketing consulting and coaching services to companies around the world, from startups and SMEs to giants like Kodak and Pirelli. You can contact him by clicking here.