As America emerged into more segmented markets, so did Chevrolet. One constant in the past decade has been its “Like a Rock” campaign, which uses the Bob Seger classic hit to represent and communicate with customers and drive home the brand promise that Chevy trucks are built rock tough. The theme and the music are highly relevant to both the work and leisure values of a core market segment, whose members are often young or rural, or both. More recently, Chevrolet commercials have included the music of Smash Mouth reaching for newer, younger market targets. But music has its limitations. Though it makes the brand memorable, cultural relevance makes the brand enduring. To reinvigorate some of its brands, GM would have to enter reinvent mode, starting at the top of the line.
The Cadillac of Brands During the latter half of the twentieth century, firms strived to be called the Cadillacs of their industries and people strived to own a Cadillac Fleetwood, the status symbol of the 1960s and 1970s.* Hollywood and the glitz and glamour it represents furthered Cadillac’s
- Not to be confused with legendary rock band Fleetwood Mac, which didn’t
have a formal connection to the car, but may have benefited from name association with the brand. The band was actually named for drummer Mick Fleetwood and bassist John McVie, members of a band dating back to 1967.
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