Hummers = Daring

GM spends about $3.2 billion a year in branding and advertising, and is now starting a new branding technique (Which is good, since even GM said their biggest problem was all their vehicle lines were starting to look alike). Part of their new strategy is to come out with words or phrases to coincide w/ each brand’s image. Hummer’s is “daring” — a little more edgy than Caddy’s “Expressive Value”…