My Memo (Back) to GM: Reconsider Your Chevy Branding Position

Recently, GM executives sent a memo to their employees, instructing them to stop referring to the company’s most famous product as a “Chevy”; when making mention to dealers, family and friends. With this move, it would seem that the company (GM) is making an aggressive effort to disassociate itself with a brand, that has become one of the most recognized names on the planet; and an icon of popular culture.

Consider for a moment: How many companies have earned enough consumer devotion to a product, that customers have generated an affectionate "pet name" for it? Coke, Bud...Chevy? This has been the positive end result, for some of the most recognized brands in the world (like Coca-Cola or Apple), who have repeatedly demonstrated consistency in their branding strategies; year after year.

I am certain that the GM executives are aware, that in an effort to encourage sales and promote consumer awareness/loyalty in the past, their branding strategies have made a promise to Chevy customers. As a result, this promise is heavily reflected in the Chevy car or truck buyer's immediate and future expectations of the company, product and brand. Not only have consumers selected the popular Chevy brand because it meets their basic needs, but also because the brand has promised a certain quality or style; that they have grown to rely upon. And, when a recession hits and the competition for diminished auto sales increases, the details that seem insignificant to GM, may suddenly become increasingly important; and heavily influence the Chevy consumer's consideration/purchasing process. Perhaps, it will be enough to entice more Chevy customers to address the question: "Have you driven a Ford lately?"

For a company that only a year ago had to be bailed out of bankruptcy by U.S. taxpayers, and is still predominately owned by the federal government, GM should seriously reconsider their decision to omit the popular nickname (Chevy); that clearly embodies half the appeal of their flagship brand (Chevrolet).