Bob Dylan <3’s Cadillac

October 24, 2007 at 5:12 pm Leave a comment

Cadillac is for baby boomers.

First, they told you that it was a long time since you had rock and rolled.

Apparently, you disagreed and thought that you had been rock and rolling all long.

Cadillac agreed and got Lieutenant Dan for some new commercials that gave a primer on the Declaration of Independence.

(Side note – their target markets were: Loyalists, Boomers, Alphas, Hot Moms, and Move Ups.)

Then, you decided that you didn’t think of yourself as the young sprite and needed something more blowing in the wind.

Now, Cadillac has partnered with Bob Dylan to hawk each other’s products.

I’m sure that there are plenty of rea$on$ behind thi$ partner$hip.

I think that this is a good move for the overall Cadillac brand, but wonder how Dylan maintains his brand with this partnership. Is he such a free spirit that it doesn’t matter what he does? Has he solidified his place in American History where he would need a major, say, dog-fighting scandal in order to knock him down a notch?

I’m really like the Dylan catalog. Part of his appeal is that he embodies the spirit of his music. He is a physical manifestation of the sixties – a real life Dean Moriarty. Corporate partnership is out of character and strikes me as weird.

For small businesses – you ARE the business. You represent your company every time you wake up in the morning. Unless you have a brand as strong as “Bob Dylan,” don’t do anything out of character.

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