Scraposterous | 網中人

This multi-page ad appeared in the latest Wired magazine. If you are familiar with the adverts for a certain cable television company, your first guess could very well be Comcast. Well, Re-Think! It's Saturn.

This is a pretty classic example of a brand losing its way. Saturn, once upon a time, had a very unique voice in the auto industry. Their original moniker was a different type of car company based on design, customer service and customer satisfaction. Everything they did revolved around creating a more positive experience for the buyer. Their marketing reflected that attitude and was definitely a breath of fresh air.

I haven't followed them for quite a few years but what I'm seeing here in this ad visually reflects their lack of direction as a company. I think when GM acquired them they lost their small company mojo and now must think like a big, dumb American corporation. They are now a "me-too" automaker whose brand attributes, no doubt, would include words like "innovative," "Dynamic," "Passionate" when none of that is true. Where is the innovation? It certainly ain't in their advertising.

I think Saturn should be more like Scion, who is all about building unique, innovative vehicles that appeal to young audiences. Focus on good form, features, function and overall customer experience, not gimmicks. Rethink? Yeah.