This blog is one of ten or twelve about branding an auto dealership contributed by members of the Branding Wire posse of branding bloggers. My take is that without a change of business model and mind set, auto dealers will always lack credibility when stating that they are “differnet”.

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Bill Gallagher of Guerrilla Marketing advocates “Seven Secrets to a Great Business Name”. I only disagree with two of his criteria. Brand names should be both unique and differentiated.

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Today’s news: Rupert Murdoch is about to acquire Dow-Jones and the Wall Street Journal. He claims there won’t be any change in the editorial approach or content for the WSJ. OK, I take him at his word. But in the minds of readers and observers, will the Journal lose credibility just because of the association [...]

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