Cadillac has redesigned DareGreatly.com — a website which it uses to promote its Dare Greatly mantra and marketing campaign.
GM’s prestige-luxury brand says that the new site is “a comprehensive source of inspiration and reinvention” that “embodies the passions that help shape our future”, inviting users to “see the world” as Cadillac sees it.
The brand adds:
Dare Greatly embodies a bolder point of view. A forward-looking curation of progressive culture, distinguished design and innovations that move us forward—it represents everything we’re passionate about in the world and inspires us as we shape our future.
The new site features stories about “the next generation of daring individuals who are disrupting the status quo, inspiring change, and driving the world forward” while also interspersing stories about features found in Cadillac vehicles.
The redesign is part of a broader campaign unofficially referred to as Dare Greatly 2.0, which will kick off during a television airing of the 88th Oscars awards ceremonies on February 28th, 2016.
Comments
I have felt from the start this deal will evolve as Cadillac evolves.
The initial message was just kind of what appeared to be a lead in and looked like it would expand the message from there as new product arrived.
I did not expect them to market the hell out of what they have now as it will change soon enough and you want to keep with the same message and not start off with one message and styling then move to another mid marketing.
It leaves for a awkward time where you wish there was more marketing but it will pay off over the long term to stay on the same message vs. changing what it means in changing product.
It seems like ‘Dare Greatly’ is one of those evergreen lines – the act of, and benefits of ‘Daring Greatly’ is an ongoing process: there is no finish line.
If that’s the case (I would hope it is), there would seem to be no reason to go radio silent until all is absolutely perfect. Constant product improvement (as long as it’s there) is one of the benefits of ‘daring greatly’.
So, like I said, I don’t know why Cadillac would have to go dark – the DG umbrella would seem to point towards possibility, and what’s next.
I know it’s a different category, but Apple’s Think Different (for example) planted the flag about what the brand stood for – largely, because they didn’t have all their product in order yet.
So they told us how they think, then backed it up with the iPod, then tablets, then the iPhone, iBook air, in eventual succession.
And that took years – in the meantime, they didn’t shy away from the public eye. Anyway, that’s one way to consider where Cadillac is now.
I understand that the ‘Dare Greatly’ tag line and related message is evolving along with the brand but I think Cadillac needs to be a little more heavy handed in getting the message across.
how about redesigning cadillaceurope.com web page not updated since April 15′? Oh I forgot GM wants to keep Cadillac a virtual brand…
Cadillac needs new styling and get ride of Art and Science because it lacks elegance and Cadillac has a hard time making Cadillacs look high end and premium with Art and Science…they would dare greater if the adopt the Elmeraj styling.
Again? You’re doing this again?
10/10 You’ve got me. Very convincing trolling.
I am a fan …i own a 2013 Cadillac ATS But Cadillac is very slow with current model year advertising …There was 2016 Model ATS’s on dealer lots last Sept. 2015 but as of Jan/2016 you could not price a 2016 online..I was in a Cadillac Dealership Feb 23/2016 and no 2016 Cadillac Brochures…..
The “Dare Greatly” campaign SUCKS and it is reflected in current sales.
Maybe a small part is reflected in current sales volume but not entirely. The bigger is the current product mix from Cadillac. They have a heavy sedan focused line up right now (ATS, CTS, XTS) while the market is moving onto crossovers and SUVs.
Cadillacs SRX and Escalade trucks both did well last year. If sales are still floundering after they introduce their 3 other crossovers then there is a case to be made for a marketing issue.