I’ve never been through bankruptcy. And I hope I never have to.

I have, however, had the opportunity to help a few clients who’ve been forced to to visit the bankruptcy court and later reemerge as something — well — something different.  Some took on a whole new identity.  Others dusted off the logo put a bit of polish on it and moved on.  There were as many different strategies as there were clients.

One thing I know.  It’s wasn’t fun.  *(At least for the company … the advisors had a ball … more about that later.)

So it is with an almost macabre fascination that we all watch the venerable General Motors go through this wrenching exercise made all the more horrible by its sheer size and its association with everything American — good and bad.

For GM, the strategy appears to have a heavy dose of “death to the old GM”.  Here’s how the GM CEO put it:

To those of you who have never tried a G.M. vehicle or have tried one and given up on us, we look forward to the chance to win your business and earn back your trust. Give us another chance. The G.M. that many of you knew, the G.M. that, in fact, had let too many of you down is history. Today marks the beginning of what will be a new company, a new G.M. dedicated to building the very best cars and trucks, highly fuel-efficient, world-class quality, green technology development, and with truly outstanding design.

Pretty harsh.  Almost demeaning.  Did he really need to plead?  Did he need to call out the “old GM” just like Cheney called out the “old Europe” as something to be discarded?

What is your advice to General Motors?  Before answering that question I suggest that you read the Ad Age story on “How Would You Pitch the GM Account?”  It is a quick but fascinating read.   My favorite quote is from John Colman, CEO of the Via Group in Portland who, when asked would you be interested in pitching the GM business now, said …

A near-bankrupt client, a low chance of success, crushing global scrutiny with hands-on government oversight every step of the way?  Of course we’d do it.  That much fun should be illegal.

I love our business.

I’m thinking that the “new” General Motors can best redefine and renew its brand through innovative new media strategies.  Their advantage — they already have a strong social media infrastructure, some excellent social media talent, and some comparative advantage in the field.  More about all that later.

And yes.  They need to make good cars as well.  But the fact is that they do (you just have to find them amongst the ‘not-s0-good’ cars).

More about my social media plan for GM in a later post.

Until then, how would you advise GM on its new brand strategy?