Is GM a “ghost” brand?

So for a few months I have been pitching the idea that GM should be renamed The Chevrolet Corporation.  

And at first it seemed like GM was determined to continue down the path of the recent past.  Over the past 6 or 7 years there has been a concerted effort to create more meaning and purpose around the GM brand.  It began to show up on products as the badge of excellence.  There was advertising around GM itself.  Even the logo was updated.

And then the company deflated along with the rest of the economy.  The brand portfolio was streamlined, as whole areas of business were sold off.  The strongest brands remained.

And yet GM was still there, too.  It was a catch-basin of bad reputation.  More to the point, the cost of maintaining an additional GM brand goes against the greater economies that the company is trying to achieve.

So my observation that they would be best served by replacing the GM brand with The Chevrolet Corporation did not seem to be an option they were actually considering as the company publicly announced their plans.

And then…

And then I saw this in the NYTimes about how GM is dropping the “GM” logo, their “badge of excellence” from all new vehicles.

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