The NY Times reported that yesterday GM sent a letter to its headquarter employees that they should stop saying “Chevy” when communicating with people, instead exclusively using “Chevrolet”.
“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.”
Every once in a while some piece of news leaks out that just offers so much opportunity for fun. Everyone is talking about how stupid this is. Just as a few examples:
Did Alan Batey and Jim Campbell not think that in today’s internet-based social media world, their ridiculous directive wouldn’t be discussed by everyone around the world? Did they not realize that they would be mocked and that Chevy’s (and GM’s) brand image would be hurt>
Isn’t the internet fun? Too bad not everyone knows yet how to play in it.
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