Consistency Is Critical To Chevrolet Experience, Not Just Name

A front page piece today in the New York Times (“Saving Chevrolet Means Sending ‘Chevy’ to Dump”) discuss the recently released memo by General Motors requesting employees to stop using the name Chevy and use the name Chevrolet instead. Doing so will ensure brand consistency and will establish Chevrolet as top in consumer minds.

From the article - “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.”

The zeal for consistency is impressive. Brand experts have always been religious about their choice of colors and font. I wish the same amount of zeal will be applied to their commitment to consistent customer experiences. Customers will notice the wave of change, when their experience will be exceptional and delightful, not when the sales person will insist on using the name Chevrolet instead of Chevy.
I love the passion for consistency. Hope we can bring the marketers to understand that it is time to apply it to the complete customer journey.

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