Is Saturn’s Advertising Working?

Back in May of this year, Saturn launched a new advertising campaign that focuses on the slogan “Rethink American.”  That slogan is often cleverly coupled with another “Rethink” phrase to create what Saturn hopes is an attention-grabbing and brand revitalizing campaign.  Well, the ads have been out for a few months now, and I have to question whether or not they’re working.
First, I have to agree with Laura Ries who published a post about Saturn at Origin of Brands in late August where she writes that Saturn’s problem is not its advertising but its branding.  I have to expand on …read more