February 21, 2008
Hummer and Camel Reposition Their Brand Identity
If your brand name starts to look unfashionable, the thing to do is relaunch it with some subtle differences.
The Camel cigarette brand has recently gotten its first makeover in a century, with revamped packaging that includes the words "Since 1913" and the tagline "Our best smoke ever" on direct marketing materials. At least they have kept Joe Camel in the crypt.
GM, on the other hand, has decided to focus attention away from the Hummer’s brand name by not only shrinking the car, but focusing on each vehicle’s alphanumeric code (H2, H3, H4). GM has also directed consumer’s attention to the utility of the vehicle with its new tagline "Purpose Built."
In order to further distance itself from consumers who believe that it is a gas guzzling behemoth, GM has been shrinking the SUV as well, leading Oberdan Bezzi to design a Hummer Scooter, or the H2 450.
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