Some of the major stories throughout the past year – whether about politics, business, sports, entertainment or otherwise – share a similar theme: all have been impacted significantly by the power of social media.
What is Pinterest you ask? Just another social media craze? Craze – yes. Just another – not exactly. For anyone unfamiliar with Pinterest and how it works, it’s basically a virtual list of a user’s favorite things.
GM is hoping its Chevy Volt will become a huge success. It is the only car that competes in its category - for people who want an electric car but are concerned about the battery dying on a long trip. But GM has priced the Volt outside of Chevrolet's range. The Volt would have been better positioned had it been introduced under the Buick or Cadillac brand. Compare the Volt to the upcoming Nissan Leaf.
Volkswagen deserves kudos for creating an integrated campaign that spans traditional and new media in ways that support and enhance each other, while effectively working towards a classic marketing goal.
Interestingly, in both situations a company who has faltered in delivering upon the promise of its stated brand position decides to fix the problem by rebranding itself to a new position instead of improving upon its original promise. And just as interestingly, in both situations, the faltering company is being aggresively challenged in the marketplace by a company who dedicates more resources and commitment to delivering its brand promise better and better - and correspondingly communicating its success.