October 29, 2007
Brand Name Repositioning: Hummer and Coke Zero
Repositioning your brand name can often mean the difference between survival and failure.
Take the Hummer, for instance. In the age of "Inconvenient Truth," big gas-consuming trucks are a no-no.
GM's new campaign, entitled "Hummer Heroes," is meant to shift the focus to the good deeds one can do with a massive vehicle. GM has cleverly given 19 Hummers to the Red Cross as part of a donation of 72 vehicles.
Going "back to black" packaging helped to reposition the brand as masculine and a humorous TV commercial about two brand managers trying to sue Classic Coke for "taste infringement" made it distinctive.
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