mike honcho
Knuckleheads
GM proposes to end 'Chevy' nickname: On Tuesday, General Motors sent a memo to Chevrolet employees at its headquarters, promoting the importance of "consistency" for the brand, which was the nation's best-selling line of cars and trucks for more than half a century after World War II. And one way to present a consistent brand message, the memo suggested, is to stop saying, "Chevy," though the word is one of the world's best-known, longest-lived product nicknames. If taken to its logical conclusion, Chevrolet would presumably need to ask Jeff Gordon, the four-time NASCAR Sprint Cup champion who currently races a Chevrolet Impala, to change the website address -- jeffgordonchevy.com -- for his dealership in Wilmington, N.C. And what about rolling back the popular culture references to Chevy? Elton John, Bob Seger, Motley Crue and the Beastie Boys have all sung about Chevy, and hip-hop artists rap about "Chevy Ridin' High" or "Ridin' in My Chevy." Worthington, the branding expert, said Chevrolet seemed unclear what the brand stood for. But ultimately, he said, consumers "will call you whatever they want to call you." But not Chevrolet staff members. A postscript to the memo says a sort of cuss jar -- a plastic "Chevy" can -- has been situated in the hallway.(Detroit News)(6-10-2010)
