Tag Archives: gm

corporate memo stupidity

GM has sent out a memo telling employees to stop refering to the Chevrolet brand as “Chevy.”

From the Advertising Age Adages blog…

The note said:
“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.”
Adages is now preparing a return memo to inform GM that Coke is, in fact, shorthand for Coca-Cola.

I’m one of the world’s most ardent advocates for brand consistency. But I also know the heart of the brand resides with the consumers, not the company. If people buying your cars are calling them Chevys, you call them Chevys.

Jetpacks thinks the memo is a stunt. He may be right. But if it’s real, GM has more pressing brand issues to deal with rather than trying to retrain 100 years of consumer behavior. And if it is a stunt, it’s a dumb one.

Corporate is charging staffers 25 cents for each time they use the word Chevy. I wonder who pays everytime chevy.com redirects to the main site?

And what happens if Chevy Chase walks into GM headquarters? Something like this?

UPDATE: Chevy clarifies their “poorly worded memo”

Like Lemmings Off a Cliff

I had posted earlier about the odd feeling of the marketing offer to be treated like a GM employee during the midst of huge GM employee layoffs. Apparently, this didn’t phase too many people as the “GM Employee Discount for Everyone” promo has apparently been a huge success.

Now Ford and Chrysler are jumping on the employee discount bandwagon as well. Automotive marketer Peter M. DeLorenzo makes some good points why this is a bad idea in this article.

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ALL Messages are Ad Messages

GM announced this week that they’re laying off 25,000 of their employees.

GM is running an ad campiagn this week that offers to treat you like an employee by offering the Option1 Employee Discount to everyone.

Do I want to be treated like a GM employee?

All of your marketing messages must agree with each other….even if some of those messages aren’t being paid for.

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