In its eagerness to provide a consistent brand message, reports today’s New York Times, General Motors’ legendary Chevrolet division sent a memo to employees suggesting that is order to provide brand consistency, they cease referring to Chevrolet as ‘Chevy’ and henceforth stick to ‘Chevrolet’. Even though, as the article points out, the Chevy is one of the world’s best-known, longest-lived product nicknames.
In related news, McDonalds is renaming its Big Mac to ‘Big MacDonald’. Apple is dumping its iMac name for ‘iMacintosh’. And to help consistency of its own brand message, ‘Coke’ will only be serving Coca-Cola.
Chevrolet has apparently forgotten Oscar Wilde’s famous quote that consistency is the last refuge of the unimaginative.