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GM "Chevy" memo shows 8-cylinder cluelessness

So maybe it really is the same, dumb old General Motors, after all. In an internal memo, some marketing genius has asked employees to refer to only to "Chevrolet," never "Chevy," the affectionate nickname given to the brand for decades in auto showrooms, popular songs, speedway pits and poems. This memo can now be used to illustrate the concept, "anal-pedantic," which I have just made up.

GM says it's trying to ape Coke and Apple in brand-terminology consistency. Note, however, that Coke's real name is Coca-Cola. THAT company intelligently embraced the product's informal nickname, registering Coke as a trademark in 1944 and proudly using it on the bottles. The difference between great brands and mediocre brands has nothing to do with name consistency. It has to do with the imagination of the people running the business.


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