GM reinvention

One day after filing for bankruptcy, General Motors released the new video below and a website to discuss its reinvention. The commercial will begin airing on television nationally on Wednesday.

The video and the website aim to answer questions, keep people informed and urge the public to join social media conversations with GM execs. This site offers an interesting approach at openness and honesty that some may say is too little, too late for a company that has avoided the problems plaguing it for far too long. And, it does little to address the devastating job loss that will occur with 14 plants closing nationally and 42% of the total job loss occurring in Michigan.

But at the same time, from a brand perspective, I say this is a positive move for GM at maintaining a conversation, admitting wrongs (even if it is a bit late) and reinvigorating public perception of the brand. The iconic American company that spent so long building a positive reputation, in just a few short years fell far and hard. GM’s future will most definitely depend on creating a new, positive brand image from the bottom up, a brand that doesn’t seem so out of touch with the people it serves or act as if it’s invincible. I think, and hope, that with angry, tired and disenchanted Americans in mind, GM will do all it needs to and more to prove itself in the months and years ahead.

Some may say it can’t be done, that GM’s image is tarnished beyond repair, but I think that’s the power of an honest, strategic and thought-provoking communications strategy. If done right, GM can and will survive and thrive, coming out a better and stronger company than before.

Only time will tell  moving forward if we will see a new GM – one that will take an open and insightful look at what’s ahead, one that will learn from and fix past mistakes, and one that will continue to prove every day that it truly is a reinvented company. While it’s still early, one day later, from a communications stand point, this looks like the first step in the right direction.