Is there something in the water at GM?
General Motors, I really don’t mean to pick on you. Really I don’t. I know, I know. I was kinda harsh on your new Buick work, but really, I’m on your side. And I think some of your recent moves have been brilliant (case in point: bringing Joel Ewanick on board as Head of Marketing).
But then, weeks like this past one happen, and we’re all sort of left scratching our heads and lamenting “same old GM?”
First, let’s talk about the Memo. You know the one. The internal memo sent to employees that forbid the internal use of the “Chevy” name (the idea was to forego the less formal “Chevy” for the formal brand moniker “Chevrolet” in an effort to develop a consistent brand name as the company broadens its global presence.).
Besides being a monumentally dumb idea, it shows a total ignorance about who really owns your brand (hint: it’s not you). The Chevy nickname has been around since cars had four wheels. It’s how consumers refer to their cars and trucks. It is a term of endearment, a creation of the customer. It’s a pop culture icon, showing up in movies, TV and songs (“Drove my Chevy to the levee, but the levee was dry…”). It made the brand famous. And you suggest (even just internally) walking away from that? No donut for you!
Thank you, though, for having the good sense to back off that memo a few days later.
Now let’s talk tag lines. Specifically, the “May the best car win” line. When you first introduced it, I loved it. It was just what GM needed—a bold, non-compromising line that was intended to draw a line in the sand, to get stakeholders to line up in support of it. It is going on the record for standing for quality and value and being willing to fall on the sword for it. And them, unfortunately, this week you had to recall 1.4 million new units. Oops. Suddenly, visions of the Vega and the Chevette rush through our minds.
As unkind as this week was, however, neither of these marketing faux pas by themselves should prove to be debilitating. New Coke, they aren’t. But they do serve as a warning to be transparent and to serve as the customer’s advocate.
Here’s hoping you have a better week this time around.
Posted by Mickey
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