menu

Grant McCracken: Brands Behaving Badly: The Case For Messiness

Grant McCracken: Brands Behaving Badly: The Case For Messiness
Advertising

By this time, all the world is objecting to the proposal from G.M. to dump "Chevy" and hew to "Chevrolet." it's such a manifestly bad idea, it might actually be calculated to provoke the great linguistic love fest soon to follow.

Grant McCracken, Cultureby
  • 18 june 2010

By this time, all the world is objecting to the proposal from G.M. to dump “Chevy” and hew to “Chevrolet.”  it’s such a manifestly bad idea, it might actually be calculated to provoke the great linguistic love fest soon to follow.

But we can take issue not just with the what of the decision but the why. Richard Chang of the Times gives us the memo from inside G.M.  It comes from the desk of Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, the G.M. division’s vice president for marketing.

“When you look at the most recognized brands throughout the world, such as Coke or Apple or 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.”

I beg to differ.  Brands did once labor to present the same face in every medium and all markets.  In the second half of the 20th century, the world of marketing and especially design was all about consistency.  This is what the corporation paid us for: to get their semiotic ducks in a row.

Continue reading…

Grant-PSFKBanner1

+advertising
+Automotive
+Brand Development
+branding
+chevrolet
+Chevy
+coca-cola
+Design
+Grant McCracken
+USA
+work
+Work & Business

More in Automotive

Automotive

Performers Turn A Kia Car Into A Musical Instrument

A video for the auto company's new Rio aims to show how a small car can do big things

18 October 2017
Automotive

MINI Living Urban Cabin In Brooklyn Explores Relocation Stress

Contrasting shapes and materials communicate places to seek comfort and improve personal well-being

18 October 2017

The Latest

Event

To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017
Video

Colin Beavan, author of No Impact Man and How To Be Alive, divulges the one thing that the majority of happy, successful people have in common

September 27, 2017
No search results found.