GM Faces This Century's Greatest Branding Opportunity

The news almost defies comprehension: As of Monday, GM has recalled 29 million vehicles this year, which is three times the total it sold worldwide in 2013, and larger than all recalls in the U.S. that year. It has set aside an additional $500 million to cover costs this quarter, and direct expenses could total in the billions. Its new CEO has been grilled by Congress and, according to most PR and marketing experts, its brand and corporate reputation are in crisis.