Stop Saying Chevy

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-911406.mp3

Stop Saying Chevy, by John Malmo.

Memphis, TN – The fact that General Motors had to turn to American taxpayers to bail them out had pretty well already popped the bubble of invincibility. Still, it was kind of fun to see the big boys at Chevy dribble soup on their ties again. If GM wanted us to feel that this 800 pound gorilla is neighborly and fuzzy and not perfect, what better way than to stick both feet in the gorillas mouth?

Imagine announcing to its staff on a Tuesday that in the future, it can only say "Chevrolet." No more talk of Chevy. Then, on Thursday, taking it back. And it was the top sales and marketing guys who did it. They both should have been fired that day. Either day. If not Tuesday, then Thursday. Fired, because who would want anybody that stupid on the payroll? Americans have called it Chevy for 75 years. These guys are so naive that they think they could change that? Even in their lifetimes? That's embarrassing.

I'm not going into any of the other brand examples you've already read about. Nobody with any branding moxie would ever even suggest such a dumb idea. Their names are Allen Batey and Jim Campbell, and, if they show up at your door, tell your H.R. People to run them off.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King- go to http://www.johnmalmo.com.