General Motors calls on corporate-branding guru Steve Stoute to boost the struggling car company's youth-market appeal.

July 18th, 2006

Steve Stoute's Translation Consultation & Brand Imaging Aligns With GM
By Chris Richburg —

Translation Consultation & Brand Imaging, a New York City-based brand marketing firm headed by founder and Chief Creative Officer Steve Stoute, has aligned with General Motors Corp.

The company will provide strategic counsel and marketing communications guidance for Chevrolet and other GM vehicle brands in the U.S. on key projects as it helps expand GM's appeal to young, diverse, well-educated consumers living in key metropolitan markets in the US, particularly coastal markets.

“The power of Hip-Hop and the culture it harbors is breaking down walls in corporate America daily,” Stoute told “I'm thankful that my company is the market leader in marketing this culture and doing it in a authentic way.”

Translation specializes in creating and implementing marketing concepts that establish connections between Fortune 500 companies and celebrities from music, sports, entertainment and fashion.

“Our goal is to help GM reach new consumers by increasing the relevance of its brands in their lives, while simultaneously leveraging Translation's entertainment and sports assets to also build value with GM's existing customers,” Stoute added.

“We're very excited about involving Steve and his group in our marketing communications efforts,” said Mike Jackson, GM North America vice president, marketing and advertising. “We believe Translation can help us continue to better differentiate our brands and connect with the trend-setting youth market.” Translation has a proven track record in assisting major brands such as McDonald's, Reebok, Hewlett-Packard and others to better understand consumers and emerging trends.”

The deal is the latest move for GM, which is in in the middle of a sweeping turnaround effort after losing $10.6 billion in 2005.

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