The absurd move by General Motors to force the use of the name "Chevrolet," over the popular "Chevy" -- whether a PR stunt or not -- is growing evidence of the invisible cognitive force that keeps marketers confused and wavering.
Want to know what that force is?
Read "Ball of Brand Confusion" when you get a chance. And as always, please let me know your thoughts.
Here's the link (PDF): http://bit.ly/ahSlvY
Posted June 14, 2010
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
I have just one word for it. Idiotic.
The bottom line question is "who controls the 'brand'?" I think I know the answer. GM is about to spend a lot of money, time, and resources to be reminded.
It's a Chevy. It will always be.
- J.
Posted by: Jeff | June 14, 2010 at 09:59 AM
No doubt they heard you Jeff: http://online.wsj.com/article/SB10001424052748703627704575298790697398142.html?mod=e2tw
Posted by: Tom Asacker | June 14, 2010 at 12:20 PM
So dumb. Before deciding and announcing something like this you'd think they'd ask their customers. A 140-character free Tweet would have quickly helped them make an informed decision. Doesn't somebody in the Chevrolet hierarchy say, "have we tested this idea with anyone?" Apparently not. Scary and dumb.
Posted by: Lois Kelly | June 16, 2010 at 06:00 PM
Ask people what they think? C'mon Lois. Branding is about telling people WHAT they should think. :)
Posted by: Tom Asacker | June 17, 2010 at 04:01 PM