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Day: December 19, 2012

December 19, 2012 by bgoldman

GM starts disassembling the advertising structure its fired CMO built up

One of the biggest advertising and marketing stories of 2012 was GM’s precipitous and unceremonious firing of Joel Ewanick, the worldwide chief marketing officer it had brought on board with great fanfare. In an August 2 conference call to analysts and reporters, CFO Dan Ammann stated, “The fundamental approach is, no change” in the wake…

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December 19, 2012 by bgoldman

'BiC for Her' promotion provokes huge consumer response – all negative

When BiC did some targeted product development and launched BiC for Her pens – “designed to fit comfortably in a woman’s hand” and with “attractive barrel design available in pink in purple,” they got tons of consumer response. Unfortunately, it was all derisive. One commenter on the feminist website jezebel.com, for example, wrote “Oh thank…

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