Brand infusion
Human truths drive the brand
Challenge
A brand can find itself at a crossroads, possessing significant momentum but lacking the clarity and meaning it truly deserves. This is why listening to customers is essential. Even if the brand cannot see or feel it, the indicators may still guide it toward a true north. In such cases, it is crucial to act on human truths and integrate them into the brand.
Opportunity
I had the incredible experience of being part of a rebranding for a well-established brand with over 100 years of history: GMC. For many years, it was known primarily as a "nicer" version of Chevrolet. However, customer perceptions of the brand were evolving, even if a genuine connection had not yet been established. GMC has long been recognized for its premium vehicles, with the Denali sub-brand representing the pinnacle of luxury. Yet GMC also introduced new vehicles into its portfolio that boasted impressive capabilities, creating a unique challenge. The brand was caught in a dichotomy of being both "rugged" and "ultra-premium," two attributes that typically do not coexist. This situation provided an opportunity for the redefinition of the portfolio, signifying a new era that combined the best of both worlds. Even before the portfolio expanded into the rugged segment, GMC received acknowledgment from customers for offering something distinctive in an oversaturated market—a capable vehicle that did not sacrifice the luxury inherent to the brand. This positive feedback ultimately guided the refocus of the overall brand to meet and exceed customer expectations.
Insight
In the post-COVID era, people began seeking more from their experiences. Going through a global pandemic shifted societal perspectives, outlooks, and desires. This observation allowed for a realignment between what was actually happening in the world and what the brand had to offer. Consequently, the idea of “Seek the Exceptional” emerged as the brand's purpose. This reflected customers’ changing views on their lives and how vehicles increasingly became active participants in their transportation experience. Rather than merely serving as a mode of transport, the vehicles now fostered deeper connections with customers, meeting their core human needs and aspirations while attracting newcomers to the brand.
Strategy
The brand purpose, "Seek the Exceptional," alongside the brand promise, "Live Boundless," embodies every aspect of GMC's DNA. Together, these statements created a platform for the strategic direction to flourish creatively. This concept emphasizes that a brand exists to fulfill its DNA while aligning with customers' worldviews. This alignment provides an ideal solution for fostering a robust connection between the brand and its audience. The platform further elaborates on how each vehicle in the portfolio can thrive, guided by customer expectations. A rugged vehicle—defined by capability and safety—that is also extremely premium in terms of interior and technology can effectively occupy this strategic white space. This approach ensures that the brand maintains focus and longevity in a competitive market.