Back in college many eons ago this writer competed in the American Advertising Federation’s collegiate competitions. One year our case study was Saturn. The assignment was to pitch the brand to first-time car buyers. So our team learned everything we could about the fledgling brand. Quickly we learned there was nothing else like Saturn. They completely redid the math. It was, as Hal Riney and Partners so accurately penned, “A Different Kind of Company.” It became cult-like. Imagine that. It wasn’t a car like the Vette people worshiped – it was the entire brand; the same way people worship Mini today. Even the ads were great. They were honest, smart and quirky. It cemented my belief in my chosen career. Now it’s new owner Roger Penske’s turn to to revive the brand after GM starved it nearly to death. The racing legend and dealership king claims he he will be profitable from day one, something Saturn never was. Roger, start your engines. But please, don’t forget about the power of the brand.