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Buick Owns Its Image Problem #ThatsaBuick
By: Cindy Wendland
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Some companies refuse to acknowledge when they have an image problem. That’s what is so appealing about Buick. They know it. They own it. They are using their image problem to their advantage.

For those of you wrapped up in #MarchMadness (go Badgers) you’ve most likely seen that Buick is a corporate sponsor of the NCAA tournament. If you filled out a bracket, you will see Buick’s logo on the corner of the sheet. And you’ve probably seen Buick’s banner ads on the web and television commercials airing during games.

One of their commercials highlights that Buicks have Wi-Fi. Buick makes this Wi-Fi available from the moment the car is turned on. Up to seven devices can be connected. That will make long trips more enjoyable for the kids in the back or for one of the adults working or playing on another device.

Buick is trying to change their image from being an old man’s car. Their commercial shows young adults and kids looking impressed by the car. A younger man driving his mother/grandmother is impressed that she is excited about the Wi-Fi so she can update her blog. The commercial is fun, light, and gets the point across that Buick has Wi-Fi. It’s actually a big selling point and a neat feature.

NCAA Basketball during March Madness has very high viewership during the tournament. Buick will be able to drive home their message about a new image over and over and over. We got the message the first time we saw the commercial. They also did a nice job tying in to the Sweet 16 by offering a 16% cash back deal.

This image revamp is not new. Buick has been working on it for a few years. They owned the problem, and they are doing a good job in turning that image around.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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