Even GM is ashamed of itself
STOP Saying 'Chevy,' GM Says To Employees (POLL, VIDEO)
UPDATE: The Associated Press reports GM has issued a statement saying
their internal memo was "poorly worded" and that in no way" are they
pushing anyone from using the name Chevy.
ORIGINAL POST: Around the water cooler at General Motors, the term
'Chevy' has become a cuss word.
The New York Times has a great piece -- it's well worth reading the
whole thing -- this morning on an odd bit of branding strategy coming
out of Detroit. According to an internal memo obtained by the NYT, GM
has instructed it's employees to stop all uses of the word 'Chevy.'
At the automaker's Detroit headquarters, in fact, saying the word can
get you fined. (Yes, there's actually a cuss jar.) Here's the NYT:
We'd ask that whether you're talking to a dealer, reviewing dealer
advertising, or speaking with friends and family, that you communicate
our brand as Chevrolet moving forward," said the memo, which was signed
by Alan Batey, vice president for Chevrolet sales and service, and Jim
Campbell, the G.M. division's vice president for marketing.
"When you look at the most recognized brands throughout the world,
such as Coke or Apple for instance, one of the things they all focus on
is the consistency of their branding," the memo said. "Why is this
consistency so important? The more consistent a brand becomes, the more
prominent and recognizable it is with the consumer."
The move seems to be aimed at restoring a certain sense of elegance and
luxury to the Chevrolet brand -- which includes a disparate group of
models from the SUV Tahoe and to cheaper cars like the Malibu and the
Cruze . (Scroll down to WATCH the 1956 Chevrolet ad, which takes every
opportunity to use the full version of the brand's name. )
On certain areas of the Chevrolet website, however, there are still more
than a few uses of the term 'Chevy.'
Story continues below
The Detroit Free Press spoke to branding expert Rajeev Batra, who
likened GM's move to USAir's decision to change its name to US Airways.
The NYT's, however, notes that the larger trend in branding is to use
shorter names like KFC, or FedEx.
Alan Batey, U.S. vice president for Chevrolet, told the Detroit Free
Press: "We love it when people call us that, because it's our
nickname... As we now think globally, there's really an opportunity to
drive consistency in our communications."
What do you think?
Should GM Drop The 'Chevy' Name?
Yes, it cheapens their brand.
No, this is just another useless marketing ploy.
Doesn't a bailed-out company have bigger problems to deal with?
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