Competitive Analysis

     In a luxury market, the competitors of the GMC Yukon Denali have price points far above the budget of the average American consumer. In order to capture the hearts and wallets of more consumers, the brand has to make the reality of owning this vehicle a more realistic reality. “If everyone in a room is wearing a blue denim shirt except for one person who is wearing a green satin shirt, who would stand out from the crowd? If 99 percent of TV ads are in color, then why not think of utilizing black-and-white or duotone palette? They're ponging, so you ping. Take the least traveled path.” Advertising by Design, Robin Land Page 207 In the “What You Deserve” campaign, the tagline paired with jaw-dropping visuals of the product establishes a fantasy within the consumer’s mind and with the competitive pricing of the product, the consumer feels as if owning a GMC is more realistic than going to the competitors. “That core idea is communicated through the visual and verbal relationship in each individual ad unit in each medium, where a part of the brand story is told in each medium. This core idea must be flexible enough to sustain a campaign, where every point of contact becomes a compelling experience.” Advertising by Design, Robin Land Page 66 The campaign’s success and dominance over the competition is based on the knowledge of the thinking of the consumer. With the Lincoln Navigator priced at roughly $70,000-$80,000 and the Cadillac Escalade priced at roughly $90,000, the Yukon Denali’s mere $60,000 price tag is much more realistic than the competition.  “We can think of a brand construct as a developed personality—a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience.” Advertising by Design, Robin Land Page 49 The brand has to get into the mind of the purchaser to win their hearts. “In the process of examining how we interact, function, and behave in various situations, you may find a way to sell a brand or promote awareness for a social cause. Being an ardent observer of human behavior, animal behavior, interpersonal dynamics, and other of life's everyday dramas can yield ideas." Advertising by Design, Robin Land Page 193