What's Better: "Leadership" or "Excellence"?

GM's ditched its logo from the flanks of its cars and from its advertising. And though you'd have to be of a certain age to recall,  it was once associated with a slogan: "GM. Mark of Excellence".

Well, now Cadillac has put distance between itself and GM in its advertising, yet somehow comes up with a tag line that's derivative of the "Mark of Excellence".

Which begs the question: When spending $40-50K for a midsize luxury sport sedan, do you want "leadership" or "excellence"?  My take: Excellence, thank you very much. And Cadillac's old positioner "Standard of the World" strikes me as promising more of what they need to build if they intend to actually play in BMW, Audi and Mercedes' ballgame.

Oh...and there's this: A big hat tip to Peter DeLorenzo at Autoextremist, who points out that the new Cadillac ads are from the same agency that did this Jaguar spot. See if you can spot the similarities.

On second thought, try to find some differences. It'll take less time.

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