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FEB 2007

Losing Its Brand Soul: How Saturn Blew Its Advantage†

Why Automaker Is Moving $190 Million Ad Account to Deutsch

Advertising Age, February 5, 2007 — In November, Ad Age's Bob Garfield hooted down Goodby, Silverstein & Partners' campaign for the Saturn Aura, saying "there hardly seems to be another explanation, other than maybe absolute surrender to the client's worst instincts, to shed light on why an agency of this caliber would have produced a generic TV commercial." He couldn't have been more right.

Categories: Brand Strategy, Brand Blunders
Tags: Saturn, Repositioning

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