Pointing out Albert Einstein’s brilliance is akin to noting the sun comes up each morning. Though true, it’s not exactly enlightening. However, what sometimes escapes notice is that his brilliance was not confined to science. When it comes to marketing, perhaps General Motors should look to Einstein?
“Insanity: doing the same thing over and over again and expecting different results.”
Back before the bottom finally fell out, and GM mercifully declared bankruptcy, the company ran a series of Chevrolet ads featuring retired NFL star Howie Long. In the ads, he appeared particularly condescending and smug while he made smirking digs at Toyota, Honda and Ford products. The message seemed to be this: If you people would get your heads out of your hind ends, you would realize Chevrolet products are better than these others. The problem with the message was that the last 20 years have proved this premise consistently untrue.
As Howie spread his message, the economy melted down and so did GM. Things needed to change at GM, and not in a small way. It was time to start over — with the help of an infusion of government (the American people’s) cash. The company declared bankruptcy and reorganized with a plan to be leaner and produce better products that appeal to a wider spectrum of American consumers. Going forward things would be different.
To embody this drastic change GM chose to make the symbol — drumroll: a smug and condescending Howie Long making digs at Toyota, Honda and Ford products. Wait … what?
At first I thought, OK they’re saving money by running their old commercials, but the new stuff is coming. Problem is; it wasn’t. This Thanksgiving, sports viewers were treated to a slew of new commercials in which Howie Long talked down to people who unwisely did not follow his earlier advice to buy Chevy. Woe to the poor fool Howie chides for being so stupid that he bought a Ford truck. Perhaps Howie strikes a chord with a segment of the American population, but I suspect it Is the same segment that already was buying Chevy. Clearly, that wasn’t enough. When you preach to the choir you don’t convert anyone.
Seriously, you couldn’t afford a new pitch man, GM? You are hemorrhaging billions. It’s time to bench Howie — fire your ad agency — and hire the Geico caveman, or the Geico bundle of money, or the Geico pothole, or the Geico gecko, or the ghost of the deceased Taco Bell Chihuahua for all I care. But Lord in heaven, please put smug Howie out of our misery.
This is a company that recently announced plans to begin repaying billions to the U.S. government in spite of the fact that it still is losing billions. We get it. You’re trying to improve your public image by promising the absurd. Why so tone deaf and frugal when it comes to Howie Long? To be honest, I wasn’t real excited about buying Chevy based on the recent track record. Howie just guarantees it. It’s time to start changing people’s minds, not cementing their opinions.
A friend of my father’s was a longtime GM executive. Recently, he has bemoaned that the Obama administration “ruined GM.” I’m not saying what the government did with the auto industry was either good or bad. But, I think saying someone ruined GM is like saying someone killed a zombie. Can you kill what’s already dead? GM was in the grave before it punched through the dirt and came out groaning. If it was anything like a zombie movie, it was looking for brains. Perhaps that was because GM couldn’t find any in its marketing department.
Again, turn to the most famous brain of the last century. Einstein said, “We can’t solve problems using the same kind of thinking we used when we created them.” When this problem was created, someone at GM thought Howie Long could sell cars and trucks by acting like a jerk. In addition to being a retired football player, Howie also should become a retired pitchman.
Wes Browne is a Richmond attorney. He can be reached at 624-4077.
Viewpoints
Related Photos
-
Wes Browne
Long past hurts GM’s future
- Viewpoints
-
-
Education a focus in Senate this week
FRANKFORT — The Senate passed several bills this week. Of these bills, three education bills are of particular importance.
-
Redistricting ruling offers collateral benefits for voters and taxpayers
Slowing down Frankfort’s redistricting march offers collateral benefits for voters and taxpayers.
-
In defense of southern-fried Paula Deen
Celebrity chef Paula Deen lustily massages salt into "a mighty fat hog,” as the dogs circle the cooking island. For the yams, “I’m only using half a stick of butter,” she drawls before breaking into high laughter. Deen’s popular Food Network show does southern cooking with no brakes on the pork fat, butter, sugar or other dietarily incorrect ingredients.
-
GOP makes Obama look good
The Republican field debated for the 19th time Thursday night, and once again, the media promised us it was going to be a “make or break” event.
Don’t believe the media. -
The real State of the Union
Has Barack Obama learned nothing in three years?
During his State of the Union address Tuesday night, he promised “a blueprint for an economy.”
But economies are crushed by blueprints. -
Looks ain’t everything
I guess we can blame it on television or the movies, that looks are so important in America, especially to young folks. These two mediums place such a premium on beautiful, shapely women and handsome men that most young people believe if you do not possess these attributes you are nothing.
-
It’s politics as usual
FRANKFORT – I’m betting that if you’ve followed the redistricting contortions birthed by the Democratic controlled House and Republican controlled Senate, you’re hardly shocked.
-
Cherry picking and charter schools
National School Choice Week is Jan. 22-28.
There’s little to celebrate in Kentucky – one of only nine states without a charter-school law. -
House knee-deep in important issues
Last week was filled with impassioned and sometimes heated discussions about redistricting as we struggled to meet the constitutional mandate to redraw boundary lines based upon U.S. census data.
-
Senate considers budgetary, drug issues
The second week of session saw several significant issues begin to be debated in committees. Drug abuse, weaknesses in child-protective services, and the state’s debt level were all topics of discussion. The committee process is intended to inform the legislators of the pros and cons of each bill. Lively debate accompanied each piece of legislation.
- More Viewpoints Headlines
-
Raw Video: Italy's Mount Etna Bursts Into Life
Greeks March; Angry Despite Debt Deal
Raw Video: U.S. Pullout Celebration
Raw Video: Annual Empire State Building Run-Up
Man Killed in Courthouse Shootout
Video of Ga. Man Who Killed Girl Released
Air Force Airlines: Leaders Get Polished Service
Ga Girl Fights Off Kidnapper at Walmart
Nevada Highway Patrol, City Settle Beating Case
Homs Bombardment Continues, Global Outcry Grows
Raw Video: Dog Rescued From Icy Colo. Water
Skip the Coffee Cup and Inhale Your Caffeine Fix
