Leaders becoming Leaders: Leadership

Leaders becoming Leaders: Leadership:  Leadership is not only a title, it is a posture.   There are people who are responsible and motiving but not in the position they should ha...

Leadership

 Leadership is not only a title, it is a posture.   There are people who are responsible and motiving but not in the position they should have.    There are also people who have a place of authority and struggle to connect with their team.   In short, the human experience is about learning, growing and improving.   Leadership is knowing that life's journey is not over and there is always opportunity to make themselves better and the ones around them.   

Buick needs a new commercial

Marketing is so important because it helps the consumer make a purchase decision and create an image for the product.   This is especially important because a vehicle purchase is based on so much more than the simple need for transportation.  If it were, we would all drive four door sedans, with low gloss paint and low price.  A vehicle purchase is about needs and wants.  The need is usually practical, like space, price and efficiency.  The want is emotional.  It is what makes a person get a car that reflects their personal style.  The want is what makes someone chose a particular car brand over another.  Advertising is about triggering the want.

Sadly, Buick has chosen an ad campaign, while quaint, is doing no service for them as a brand.  In the ad, people are looking for a vehicle and cannot find it because the new product does not look like the traditional style.  The catch phrase is “That’s not a Buick!”   This is an attempt to demonstrate the new version and direction of the company and the cars it produces.  The message, unfortunately is lost.  By having a commercial that in effect highlights the old, it takes away from the new.  It does not make the new car intriguing or exciting, which is the purpose of a car commercial.  The marketing chief, Tony DiSalle says that there is a perception gap in what the new product represents and that there needs to be a change, but this is not the way to go.  

A better idea is to project the new image in the ads.  The new Buick Regal has a turbo performance engine, highlight that by showing the car on a winding road, trees rustling, leaves blowing and a driver with a beaming smile.  The Lacrosse is a full size sedan that is luxurious and associated with success.  Make that connection with it parked in front of a nice house, or better yet with people clamoring to ride in it on the way to an important event.   Create an image that the consumer can receive.   The new Cascada convertible is an image vehicle that is quite attractive, but if the customer isn’t convinced to want it, it will struggle to sell.   A good marketing campaign can make the difference.   Buick, you have some good cars, but your ads have to help people to find them, not show people looking around saying I don’t see them.

In the beginning there were headlights....

To all of those who are reading this, I thank you for taking the time to do so. This is the beginning of my chance to share and discuss my love of the automobile. I trust that it will be informative, and entertaining.

An American Minivan

The minivan is and remains the ideal transportation for the family.  The front wheel drive platform and two box design make it roomy and efficient.  The sliding doors allow an easy way for entry and exit.  Humans continue to be found in family groups and therefore a need for this type of vehicle still exists.  Honda, Toyota and Nissan still realize this.  Some European companies know this too.  The domestic manufacturers, however have seem to think differently.  General Motors and Ford stopped making their vehicles in this class years ago claiming a lack of interest.  The fact that others still produce a vehicle proves otherwise.  The harsh reality is that there was no interest in an inferior product.  A person looking for a vehicle for a family does not mean that there aren’t certain expectations like any other vehicle.   The vans that are on the market offer pleasing looks, performance and comfortable interiors.  Cars offer rear mounted cameras, full leather interiors, Wi-Fi, performance engines and style. Some cars even come with larger wheels and tighter suspension to perform as a ‘sport’ version.   A van that offers the same will sell.  Ford and GM need to recognize that.  American families want a van but they are discriminating.  They expect a van to earn their dollar.  It is time for a new van that meets the needs and wants of a modern driver.  It needs to offer refined features, it needs to look like a million bucks and list for less than $40,000.  GM and Ford, I hope you are listening.   The era of the minivan is not over.  The market is still there.   Your product is not.

A point of discussion

Often a blog is a point of expression for the person who created it.  It makes perfect sense, a public journal to share ideas and views.   It is a way to self publish instantly.  That is why I do it.   I would like to do it a bit different.  I am certainly not the most experienced man in the world, and I think it is a mistake for anyone to assume they are.  It is my hope to start to share some of my experiences as well as what I have learned from others.  Since I have learned from others, I hope I can continue to do that in this forum.  Please feel free to comment and share.

Black Friday

It is Black Friday 2013.  I simply do not get it.  It is the beginning  of the Christmas shopping season and that certainly is something to be joyous about.  The holiday season is always fun.  What I don't get is the consumer mania that it creates.  The economy today has been a bit slow, which is a concern for the nations retailers.  In order to save the season stores have extended hours in  the hope that more shoppers will come and therefore spend more money.
The sad reality is this shopping day is supposed to be the beginning of the shopping season, not the pinnacle of it.  I don't believe that this so called "Thanksgiving Creep" that caused stores to open earlier is going to make for increased sales or revenue.  I believe that it will lead to protracted sales.  History has shown  us that there are better bargains to be found on other days.  History has also shown us that the Friday shopper is finishing making major purchases.  So therefore additional purchases after this event will probably not be significant. 
The large issue here is the economy.  It continues to lag as we try and fix some major financial missteps of our past.  The average consumer does not have the same income to spend.  People will continue to buy things for Christmas and I wish them well.  The reality is people can't spend what they don't have.  Forcing people to miss a family tradition of Thanksgiving is not the answer.