Today I saw a guy rockin’ out in his Pontiac Firebird. I must admit I sped up to see how long his mullet was.
My extra speed got me thinking about brands. Does Pontiac want the mullet brand image?
When I worked for Anheuser-Busch on the Budweiser brand our main mission was to change the brand image from "my dad’s beer" to "my beer". Budweiser did it throughout an integrated marketing plan. Everything that they touched had to have a hip, cool appeal. It worked for awhile. Remember the frogs?
Brands can change, but just like anything you have to admit you want the change and then commit to making it happen. That commitment has to last so the change sustains in the mind of the consumer.
By the way, the driver didn’t have a mullet. I must admit that I was a bit disappointed.