Soup, Nuts and Cadillacs
Author: Bob
Permalink| 4 Comments »
19 Jul 10
Cadillac ran into a period where
the product (and therefore, the brand) did not live up to the name
In a meeting a few years ago, I used the cliché “from soup to nuts� to describe the comprehensive nature of a particular project.
I was met with a blank stare from a designer roughly 15 years my junior. “What does that mean?� he asked. “You know, soup to nuts,� I said, as if that somehow explained it. I really had no idea of the origin of the saying, I just knew what it meant, sort of.
“The Cadillac of…”
It got me thinking about the use of various sayings and clichés. One in particular sticks out because of the era in which I grew up. Have you ever heard someone say “This is the Cadillac of…” then name a product?
Does this saying still have the same meaning and if so, to whom? What’s the demographic now? My grandfather aspired to own a Cadillac, the ultimate status symbol of his time. But Cadillac ran into a significant period where the product (and therefore, the brand) did not live up to the name. In the past few years, they seem to have brought back some of the quality, fit and finish for which they were once known.
A Cross Over
I recently saw a television commercial for Cadillac’s SRX Crossover SUV. It ends with the phrase “The Cadillac of Crossovers.”
There’s genius in that for several reasons. The product is aimed at someone my age (40+) who remembers, wistfully, the glory days of Cadillac. It’s a play on words that, by inference, puts the brand back on a pedestal. And, it re-introduces the notion of being “the Cadillac of…â€? to those cognizant of the phrase, and sets the groundwork for a younger audience to also make that connection.
In conclusion, the Cadillac website is not the Cadillac of speedy loadtimes, but this is the Cadillac of all blog articles.
Image: Rennett Stowe
July 19th, 2010 at 12:16 pm
I really enjoyed this one… and I assume from soup to nuts refers to the beginning course, soup, to the nuts after the dessert.
Cadillacs are no longer the epitomy of class… but I remember when they were!
July 19th, 2010 at 12:24 pm
Cadillac’s been reconnecting to it’s previous glory in more ways than ad slogans.
As part of the vehicles’ design (which, let’s face it, is the key to branding for an automobile), Cadillac is designing the taillights to end in a point at the top — a subtle nod to the tail fins of classic Cadillacs. It’s not something that jumps out at you, unless you recognize the brand’s history and are looking for it.
You can see the “tail fin” effect pretty well on this photo of the Cadillac SRX — the Cadillac of Crossovers you mentioned.
http://www.automobilsport.com/uploads/_neustart/March-1-2010/cadillac-srx.jpg
July 19th, 2010 at 2:16 pm
Mary Ellen — I’m glad you liked the entry, and I appreciate the enlightenment regarding “soup to nuts.”
Gradon — while I am usually a pretty astute observer on details, this one evaded me. The picture you pointed to was great in that it illustrated exactly what you cited. Did you notice the fins on the red car photo we posted? Thanks for reading and adding.
July 20th, 2010 at 5:09 am
@Gradon: First off, Good eye on that fin detail.
@Gradon, @Bob: I’m ever-fascinated by the different approaches brands with longstanding, generational equities and recognition – such as Cadillac and Old Spice – take in leveraging their ‘best of’ legacies. Borrowing from what appealed to my father and mother to appeal to my son and daughter is tricky business.
And in Cadillac/GMs case, add the burden of a tarnished parent company name and rep and you’ve got a real brand revitalize issue on your hands. A nod to the fins is a start but they still have that whole new fish to fry. :)