[et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”2_3″][et_pb_video admin_label=”Video” src=”https:\/\/youtu.be\/C_KNv1-7IoM” \/][\/et_pb_column][et_pb_column type=”1_3″][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
There\u2019s been a lot of criticism in the trade press about the new theme line introduced this past week for Chevrolet. \u201cChevy Runs Deep<\/a>\u201d is the signature that the car company has put on a series of nostalgic spots which stress that Chevy is a brand that we grew up with and that has been part of the American scene for as long as most can remember. The spots are well produced and, for us baby boomers, the memories are as vivid as Don McLean\u2019s \u201cBye Bye Miss American Pie\u201d verses.<\/p>\n Once again, the marketing experts have forgotten what the brand is all about and are focusing their attention on the theme line, tagline, or slogan for the product and not the essence of why people buy it in the first place.<\/p>\n According to Jeff Goodby from the company\u2019s ad agency (in Advertising Age), \u201cIt\u2019s not fair to judge a tagline out of context.\u201d I would go further and say that it\u2019s not fair to judge a brand by its tagline\u2014in or out\u2014of context. I believe the Chevrolet branding has been one of the best in the auto industry for the past few years with or without great taglines we\u2019re used to, such as \u201cAn American Revolution\u201d or \u201cLike a Rock\u201d. The car\/brand is part of the American scene and they have appealed to basic American values ever since it was part of \u201cBaseball, Hotdogs, Apple Pie and Chevrolet\u201d decades ago.<\/p>\n The fact is, the brand has several really good, quality models now that continue to sell quite well (not like they used to when Toyota,<\/a> Hyundai,<\/a> and Honda<\/a> weren\u2019t as strong). Despite the economy, it has many loyal customers (and non-owers as well!) who have a clear understanding of the Chevy brand and its history. The concept of building a brand based on its American roots is not new and, quite frankly, today has a lot more resonance than others (\u201cDroid Does\u201d comes to mind).<\/p>\n The campaign is more that just a look back. I believe it stresses loyalty, quality, and uniqueness in a very engaging manner. However, I also believe the key to Chevy\u2019s future success is that its brand strategy \u201cruns deep\u201d as it continually improves its models, quality and can maintain a positive positioning in the face of overwhelming competition from abroad (even if they are made in Tennessee or Ohio). Chevy has staked its claim on the values that many of its target customers (middle of the road Americans) feel are important when making a significant purchase.<\/p>\n I think if they stick with this understanding of their brand and let the critics keep on writing without a knee-jerk change in strategy, the brand will truly run deep in hearts of the market. Now, if they can only get their dealers to understand and live up to it as well!<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”2_3″][et_pb_video admin_label=”Video” src=”https:\/\/youtu.be\/C_KNv1-7IoM” \/][\/et_pb_column][et_pb_column type=”1_3″][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] There\u2019s been a lot of criticism in the trade press about the new theme line introduced this past week for Chevrolet. \u201cChevy Runs Deep\u201d is the signature that the car company has put on a series of nostalgic spots […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-427","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=427"}],"version-history":[{"count":1,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/427\/revisions"}],"predecessor-version":[{"id":428,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/427\/revisions\/428"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}