General Motors finally means business about turning the company around; employees have been requested no longer to refer to the Chevrolet Division as “Chevy.”
“We’d ask that whether you’re talking to a dealer, reviewing dealer advertising, or speaking with friends and family, that you communicate our brand as Chevrolet moving forward,” said the memo, which was signed by Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, the G.M. division’s vice president for marketing.
“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,” the memo said. “Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.”
Apparently neither Mr. Batey nor Mr. Campbell is aware that “Coke” is a nickname for Coca-Cola. Assuming it was the soft drink they were referring to, and not the substance that apparently fuels decision-making at GM.