Every time I see Cadillac’s commercial for their 2010 SRX crossover, I wince. They come so close with this one, but they still can’t seem to clearly stake out their brand position.

First, the commercial starts with a picture of the SRX – a nice car, but it’s a crossover. If Cadillac is trying to reclaim the luxury automobile market top brand position, it’s hard to do so with a car segment that evokes imagery of sport, utility, and fun. These are areas that fit more with Chevy’s brand position (or GMC’s) than Cadillac’s. (That’s not to say that a luxury brand can’t have a crossover – Lexus has one – but it’s easier when you’re at the top.)

Next, the music, imagery, and wording (re-envisioned, reorganized, reactivated, reignite) are all more evocative of upbeat fun and styling. This would seem to be a brand position that Buick should occupy.

Finally, the ad ends with the line, “The Cadillac of crossovers.” So, at the end of the ad, GM finally tries to position the car at the top of the luxury market. But by this point, it has spread its message across three brand positions.

GM has a great opportunity to turn itself around. It finally has an excellent line-up of cars. It just needs to solidify its brands in their correct positions in consumers’ minds.

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