Wall-sized video screens display their work, a series of concept cars and trucks that represent the future look of GM's brands from Chevrolet to Cadillac. GM's vision of brand management comes to life in the Corporate Brand Character Center, the creative think tank dedicated to sharpening the muddled images of its vehicle divisions. While retiring board member and former Chairman John Smale led GM to brand management, distinct and daring products are the key to making it work. Every brand is distilled to its visual essence. Forget the conventional.
Risk is everything.
There's a willingness to take a chance. After a decade of bland, GM is grasping for bold. The company couldn't afford to make mistakes. We feel that we can take some risks now that we haven't been able to before. The results are showing up on the auto show circuit, where GM's latest concept vehicles have drawn raves from consumers and attention from competitors.