Thursday, September 14, 2006

Calle's Carnival of Consumer Marketing - September 14, 2006

Jody DeVere presents Female Energy Needed To Sell Cars? posted at Ask Patty - Automotive Advice for Women.

You got that right! So many brands have female skews yet no female at the helm. Two of the brightest I've met are Marina Shoemaker and Paula Travenia. Paula runs communications research for Buick and Marina drives strategy for GM corporate.

The last time we met was following a project to redress McCann-Erickson's brand positioning strategy for the Buick Regal - a product line and brand that GM feels has the greatest challenges, and the greatest opportunity - on paper it's the same car at the same price point as a Camry, Accord or Taurus, yet lags far behind leaders for several reasons including way outdated styling cues that ruin the overall feline effect. Paula's last counsel to me before making that presentation was "don't worry, you have a lot of friends in the room, but no one is going to save General Motors single handedly."

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