GM seeks to elevate its brand

08/15/2011 | Advertising Age (tiered subscription model)

General Motors Global Chief Marketing Officer Joel Ewanick says his company is intent on becoming a truly global brand known for cutting-edge design, along the lines of the reputation that Apple has built for itself. Speaking at GM's second annual Global Business Conference, Ewanick said, "We have to find ways to differentiate ourselves so we're not competing on the commodities (such as safety or fuel economy), but find other ways to differentiate ourselves in the marketplace."

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