Monthly Archives: June 2010

Saving Chevrolet Means Sending ‘Chevy’ to Dump…REALLY?

This was reported in the NYTimes today and I have to say that I am flabbergasted! Shocked that they would call this “branding” and confounded as to why they would choose this as a way to resurrect the brand. Calling your car a Chevy is one of the most flattering things you can do. It shows a personal relationship with your car. Like when people call me “Jules” instead of Julie. Those people know me well, we have a kinship…to make it a penalty ($0.25 in the “swear jar” for those GM employees who use the word Chevy instead of Chvrolet) is ludicrous and shows a complete lack of the emotional connection of the car and its owner.

The story stated that an email had gone out saying that the use of the word Chevy is no longer acceptable…all in the name of branding. The story also made some great points about other brands that have nicknames…Coke (Coca-Cola), Mac (Apple), and KFC (Kentucky Fried Chicken). All of those are great examples of brands that have become strong enough to warrant their place in personal slang – a sign of real ownership and love by its fans. If this is the kind of work that the “newest” agency is doing, then I really fear for the brand.

But I’d probably feel worse if I actually owned a Chevy…