Both Cadillac, Stones Exemplify

The new Cadillac brands scream vitality to potential buyers. Their electricity borders on that felt at an AC/DC concert, while their energy is reminiscent of what Mick Jagger exudes during one of his marathon concerts. And while the Stones update themselves, they never do it at the peril of alienating current fans; Cadillac has also done this well.

Neither organization can afford to ignore some of its fans, even if they don’t represent a majority of future potential growth, as they do represent significant current sales, and both Cadillac and the Stones have made a commitment to continue to keep them engaged. For Cadillac, fulfilling its brand promise will ultimately determine how successful the company’s efforts to reinvigorate its classic brand will be. As of today, Cadillac is rolling again.

Rockers of the Centuries The Rolling Stones exemplify how to change your brand to stay relevant in the market without abandoning core strengths. Their efforts to update themselves are not so much about attracting new fans as about staying relevant to the baby boomer market. Being of the boomer generation themselves, they embody the market they are vying for; rather than follow the lead of many product marketers today, who embark on the continual search for youth, keeping their collective eyes mostly on what’s new, what’s novel, and the hottest new trend, the Stones have focused on the significant buying power and evolving nature of their loyal fans. There’s nothing wrong with focusing on the young and their innovative interests as an indicator of the changing culture, of course, unless it causes marketers to focus on the minutia of the market instead of the mass.