GM leverages corporate brand in electric vehicle drive

General Motors is leveraging its corporate brand – complete with a new “Everybody In” campaign and redesigned logo – as the automaker ramps up its focus on electric vehicles (EVs).

The firm’s new logo insignia nods to EVs by using “electric” blue and making the “m” look like an electrical plug, while the “Everybody In” campaign deploys a range of celebrities (such as author Malcolm Gladwell and surfer Bethany Hamilton) to highlight the Ultium batteries which power all EVs made by GM brands, such as Cadillac and Chevrolet.

Why it matters

Corporate brands often live quietly in the background, especially when an organisation is a house of brands. However, they can effectively be used to demonstrate company-wide capabilities and exert a favourable “halo” effect for individual brands.

Takeaways

• A corporate brand can help demonstrate an overarching goal or set of principles, which can then be adapted by individual brands in distinct ways.
• Corporate campaigns can pursue high-level educational or informational goals, and thus leave individual brands with the task of fueling demand.

Sourced from WARC