In it the authors of the memo say,
"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. Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer."
Um, did anybody tell them that Coke is short for Coca-cola? And how much more recognizable can the Chevrolet brand get? I know that when I was working on Chevy back in the '80s, unaided awareness was 99%.
This forced consistency is the worst kind of brand "management." What Chevrolet needs is someone to actually define the brand in a clear and meaningful fashion.
Forcing everyone to stop saying "Chevy" ain't gonna do it.
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Isn't that rewriting their own history? Models like the Chevy II? Or their own advertising? "Chevy: the most long-lasting, dependable trucks on the road"? Even the lyrics from "See the USA in Your Chevrolet" from "The Dinah Shore Chevy Show"
ReplyDelete"On a highway, or a road along the levee
Performance is sweeter
Nothing can beat her
Life is completer in a Chevy"
Chevy's problem isn't a recognizable brand it's about (mostly) dated product.
I personally will keep refering to my Malibu as a Chevy -- just received my most recent letter from Chevy. I wonder how much money it will cost GM to replace the Chevy moniker with Chevrolet on all its letterhead, web pages, signage, etc.
ReplyDeleteas of today, if you type in chevy.com, it converts to chevrolet.com. But then, the menu says, "experience chevy".
ReplyDeleteI've always felt the Corvette was the thinnest kid at the Biggest Loser camp. Is a Vette really a Chevy?