When it comes to corporate communicating, branding is key. The most important thing you can do, from a marketing standpoint, is own your name, and own it well. When you communicate with someone, you need to be as clear and consistent as possible, and when you mention your brand name, people need to immediately associate it with you. Most importantly, everyone needs to be on the same page and using the same words to define your business. That’s why GM’s top brass have handed down a memo: no more using Chevy; it’s Chevrolet from here on out.
“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,” the memo from VP of sales Alan Batey and VP of marketing Jim Campbell reads. “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.”
It’s weird, because Coke is actually Coca-Cola, and Apple is usually referred to as either Mac, iPads, or iPods. The move to a longer name is also moving against the grain of companies like Coke, KFC, and FedEx, all of whom use shorter versions of their original names. You’d think they’d embrace Chevy, rather than try to downplay it! It’s not like we call them General Motors, right? If they were really concerned, they’d focus their attention on making better hybrid cars more widely available using their in-house technology, and then telling people about them.
It’s not about the name, SyFy Channel; it’s about the product! Make a good product, and people will buy it, no matter what you call it.
Tags: General Motors, Chevrolet, Chevy, GM, dealers ordered to stop using Chevy in ads, branding, Chevrolet advertising, corporate logos, communications, Alan Batey, Jim Campbell, marketing, unusual marketing moves, brand names
