Free Idea Friday

Ideas are easy. Execution is hard. Every Friday I will share an idea that's been rolling around in my head that I have neither the time nor the where-with-all to execute. Remember, it's free, so take it for what it's worth. 

Welcome to GM, Joel

I don't know you, but you seem like a bright guy. Your work with Goodby Silverstein on Hyundai created some of the best marketing and advertising programs in the automotive industry recently. You're going to need all that and more to help guide the Titanic that is General Motors and keep it away from the icebergs.

That said, I thought I'd give you my thoughts from 400 miles Northwest of Detroit.

First and foremost, define your brands in real terms that can guide not just marketing, but also product development activities. Chevy, Buick, Cadillac and GMC all need strong, separate identities. No gray lines between divisions. Find a word or phrase for each and own it.

And no weasel words or cost-of-entry benefits like quality or performance.

Second. The goal of your marketing programs should be to get people into the cars. Don't expect to sell a vehicle with a print ad, 30-second TV spot, Tweet or Facebook page. You can't convince people that GM cars are suddenly different with words and images alone. Only the experience of driving will convince someone that a CTS-V is superior to a BMW M5, that a LaCrosse is at least the equal of a Lexus, that a Malibu is every bit as good as a Camry.

Finally, this is a passion business. You know it as well as anyone. If the people on your accounts at the various agencies aren't fanatical about your brands, get people who are.

I'm not talking about brand apologists, but people who love cars and love the challenge of making GM great again. You don't want people working on your business who drive a GM car to work but a BMW or Audi on the weekend. You need people who drive your products and are willing to tell the truth about them, to you and all the people they're creating ads for.

This is GM's last stand and you're the guy leading the charge. If someone tells you there's an easy or fast way to turn the ship around, they're either lying or sucking up. Get rid of them. This is the toughest and most important marketing challenge in American history. Our country needs a strong GM not just for a healthy economy and but our national ego.

I wish you nothing but success.