Chevrolet to Ban Use of the Word "Chevy"

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Earlier this week, Chevrolet's VP of Marketing Alan Batey sent a memo to Detroit employees instructing them to stop using the word "Chevy" to describe a Chevrolet. The car maker aims to promote uniformity and believes the word Chevy dilutes the Chevrolet brand.

Claiming it's all about consistency, the memo read, "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."

Apart from the fact, Coke is really Coca-Cola, Apple is commonly known by its individual product names and this being the most idiotic branding move since Coke debuted New Coke, the brand is forging ahead.

Despite the fact Federal Express is also FedEx, Kentucky Fried Chicken is KFC, Network Appliance became NetApp and the lyrics to the 40-year-old song, American Pie, will now have to be changed, the brand is forging ahead.

Despite the fact the word "Chevy" appears all over the Chevrolet website, the brand would conceivably have to ask four-time NASCAR champion to alter his web address, jeffgordonchevy.com, for his car dealerships and the brand would conceivably have no use for its chevy.com domain, the brand is forging ahead.

Despite the fact Chevrolets in Mexico are branded Chevy, the brand is forging ahead.

Just how idiotic is this idea? The memo states a cuss jar has been placed in the hallway and anytime a person uses the word "chevy," they will be expected to drop a quarter in the jar.

Is it April Fool's Day today?

PS. To utter dismay over this news, feel free to peruse this forum of the "hottest female Cobalt owners."

UPDATE: Well, maybe it was April Fool's over at Chevrolet this week because the brand has clarified that is not, in fact, going to discourage the use of the word "Chevy." Calling the original memo "poorly worded," GM social media representative pointed us to this just-released clarification which you can read, in full, below:

"Today's emotional debate over a poorly worded memo on our use of the Chevrolet brand is a good reminder of how passionately people feel about Chevrolet. It is a passion we share and one we do not take for granted.

We love Chevy. In no way are we discouraging customers or fans from using the name. We deeply appreciate the emotional connections that millions of people have for Chevrolet and its products.

In global markets, we are establishing a significant presence for Chevrolet, and need to move toward a consistent brand name for advertising and marketing purposes. The memo in question was one step in that process.

We hope people around the world will continue to fall in love with Chevrolets and smile when they call their favorite car, truck or crossover chevy.'

by Steve Hall    Jun-10-10   Click to Comment   
Topic: Brands, Opinion, Worst   

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