Own home

I am constantly struck by how companies that are in search of broader markets and greater riches, not only forget their roots, but also neglect their base.

It happened to my favorite hometown beer, Stroh's.

It's been happening at Chevrolet for the past 15 years.

Remember Chevrolet?

See the USA in your Chevrolet
Baseball, Hot Dogs, Apple Pie and Chevrolet
The Heartbeat of America

They were the quintessential American brand.

But that title and equity has been slowly, methodically and brilliantly bled from it by Toyota.

Please tell me why Chevrolet is spending $500,000,000 sponsoring Manchester United and launched the Spark in South Korea, India and other countries back in 2009 before making it available in America a few months ago...

While a Toyota Tundra hauls the space shuttle through the streets of LA and secures a feature sponsorship on a new television show from Martha Stewart featuring American-made products.

I know that GM is a global auto maker and must market in other countries. But the core of the Chevrolet brand is its American-ness. That's a big part of what should make it special here and abroad.

If they cede this completely to Toyota, what does the brand stand for? What's at its archetypical core?

A strong brand can't save a bad product. But it can help an ever more competitive product gain traction and differentiate itself in the marketplace.

If Chevrolet doesn't fight for its brand in its home market, it will be a lot harder to sell cars in China and everywhere else.