Maybe the guy from Coke got a job at Fiat… Some of you may recall I blogged a year or so ago about Coke releasing a video about their “assistance” in the fight against obesity. And I thought it was a bonehead move only highlighting their contribution to the problem in the first place. (Plus killing my joy buzz for drinking Coke.)
Now Fiat is elbowing into the game…
Auto historians (or just older folk) may remember that Fiat, (like Alfa Romeo, Renault, Citroen, Peugeot) had to beat a retreat from American shores because of a legion of cars beset with reliability problems. And for years, Fiat was jokingly referred to as an acronym for “Fix It Again Tony.”
In recent years, Fiat has fought its way back to the U.S. And now, in a worrying reminder of times past, Fiat has again scored at the bottom of JD Powers quality surveys. Further worrying is the new spot being released by Fiat. It is a play on the “fix it” legend. I think it is a knuckle-headed decision for 2 reasons:
Here’s a nutty idea that GM and Ford finally wrapped their heads around: Just start making good, attractive, reliable cars. People in the U.S. really like that in their transportation. Or at the very least Fiat should refrain from inserting themselves in “fix it” conversations.
Otherwise Fiat will soon stand for “Final Iteration And Termination.” Again…
So many people’s identities are completely wrapped up in the fact (for them) that what they do is who they are. And then they retire…
Much like language has changed over the centuries, so have social acceptances. As we have public conversations about differences of opinion, we would be well advised to remember our children will emulate what we teach them about relationships, power and violence.
People seek to have power over their own lives. Teens, adults, older adults – everyone. What happens when they feel powerless? What happens when you or your communications make them feel they have less power?
The way we talk to others demand that they accept an identity for themselves, and sets up a particular relational dynamic. If we're not careful, that identity can be stigmatizing or turn away the very people we're trying to help.
Get the latest posts and updates delivered to your inbox.
