Apparently, deep reflection is not the strong point of certain execs at G.M. According to the New York Times, G.M. wants its Chevrolet employees to stop using the nickname "Chevy" and instead to refer to the brand only as "Chevrolet." A memo was issued that described, and explained the reasoning behind, the new policy:
“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.”
However:
Although the memo cites Coke, it does not note that Coke is shorthand for Coca-Cola — or that Apple is not commonly used in reference to its products, which are known simply as iPads, iPhones and MacBooks.
I'll admit, I would have missed this irony. Then again, I'm not G.M.'s vice president for marketing, who co-signed the memo.
For someone whose job it is to understand branding, that oversight speaks volumes, no?
(UPDATE: G.M. has clarified its position. Apparently, a lot of people thought the company was trying to get its customers to stop saying "Chevy," and damage control ensued. This seemingly widespread misinterpretation demonstrates that a lot of people don't read carefully enough, which goes a long way toward explaining why this country is in such a mess.)
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