Yesterday General Motors told dealers to stop saying “Chevy.” It’s “Chevrolet,” thank you very much.
Let’s see. A fond public gives you an endearing nickname. It becomes one of the world’s best known, with a positive connotation to boot. Now you have a choice. You can capitalize on the nickname … or hold out for the stuffy, formal name that nobody uses. Would you choose the latter?
Stuffiness is rarely smart marketing. That’s why I don’t insist my clients stop calling me “Steve” and use “Mr. Cuno.” It’s also why Federal Express, Coca-Cola, Nickelodeon and Budweiser willingly accept “FedEx,” Coke,” “Nick,” and “Bud.”
Nor is it smart to deny the public what they want. If people want to call you “Chevy,” for heaven’s sake let them.
The Mormon Church’s official name isn’t “The Mormon Church.” The public gave them that nickname. It has been perceived at times as negative, and at times as positive, but either way it has stuck for nearly two centuries. About 10 years ago, the church tried to rid themselves of it. It proved a losing battle. This year, they gave in and returned to accepting the name for informal use. Wise. I bet GM will end up doing the same with “Chevy.”
When the public gives you a nickname, it is an opportunity. Behave admirably, and the name might even garner a positive connotation.
—Steve Cuno
Let’s see. A fond public gives you an endearing nickname. It becomes one of the world’s best known, with a positive connotation to boot. Now you have a choice. You can capitalize on the nickname … or hold out for the stuffy, formal name that nobody uses. Would you choose the latter?
Stuffiness is rarely smart marketing. That’s why I don’t insist my clients stop calling me “Steve” and use “Mr. Cuno.” It’s also why Federal Express, Coca-Cola, Nickelodeon and Budweiser willingly accept “FedEx,” Coke,” “Nick,” and “Bud.”
Nor is it smart to deny the public what they want. If people want to call you “Chevy,” for heaven’s sake let them.
The Mormon Church’s official name isn’t “The Mormon Church.” The public gave them that nickname. It has been perceived at times as negative, and at times as positive, but either way it has stuck for nearly two centuries. About 10 years ago, the church tried to rid themselves of it. It proved a losing battle. This year, they gave in and returned to accepting the name for informal use. Wise. I bet GM will end up doing the same with “Chevy.”
When the public gives you a nickname, it is an opportunity. Behave admirably, and the name might even garner a positive connotation.
—Steve Cuno
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