The Art of the Corporate Apology

Corporate apologies are tough to write. And even tougher to get past legal. So I give GM credit for trying to do the right thing in an ad published earlier this week (see text below).

The copy is commendably candid. But the clumsy corporate-ese (“we proliferated our brands” and “biased our product mix”) makes it sound less than heartfelt. And far from human.

Why not just tell it like it is: “We screwed up. And we need your help to fix it.” Oh, that’s right. I forgot about those lawyers.