A while back, Roy Fields, a Corporate Vice President for Teledyne, said those words to me. Over the years, I have decided it was one of the great pieces of advice and “lines” I have ever received. Turns our Buick understands this; at least now they do.
In their latest commercial, which began airing last week, the accept the position that Buick holds and recognize they are going to have to work hard to change that perception. They have done an excellent job of changing the product, but as Ries and Trout taught us decades ago, it is tough to change a mind once it has been made up.