And one way to present a consistent brand message, the memo suggested, is to stop saying “Chevy,” though the word is one of the world’s best-known, longest-lived product nicknames. ...
“When you look at the most recognized brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding,” the memo said. “Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.”
Although the memo cites Coke, it does not note that Coke is shorthand for Coca-Cola — or that Apple is not commonly used in reference to its products, which are known simply as iPads, iPhones and MacBooks.
--Richard Chang, NYT, on a manifestation of why GM is circling the drain