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GM: 'We Love Chevy'

A day later, GM backs away from a memo discouraging use of the word 'Chevy.'



) -- On second thought, maybe it's a little early to disengage from one of the world's best-known brand nicknames.

On Thursday,

General Motors

backed away from a memo it released to employees saying that, in the interest of promoting "consistency" for the Chevrolet brand, they should stop using the word "Chevy."

Sure, "Chevy" is part of the language, but one should never underestimate the capacity of brand tinkerers to overstep the bounds of common sense. In one recent example, higher-ups at

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reversed a decision to alter the familiar packaging of Tropicana Pure Premium orange juice, long known for its picture of an orange with a straw inserted.

Meanwhile, baseball geniuses in various cities have unloaded beloved broadcasters like Skip Caray and Ernie Harwell before calling them back due to public scorn for their decisions.

In the case of GM, it only took one day before the automaker issued a statement in support of the Chevy name. "Today's emotional debate over a poorly-worded memo on our use of the Chevrolet brand is a good reminder of how passionately people feel about Chevrolet," the company said. "It is a passion we share and one we do not take for granted.

"We love Chevy. In no way are we discouraging customers or fans from using the name," GM continued. "We deeply appreciate the emotional connections that millions of people have for Chevrolet and its products."

As far as the memo in question, GM said it is "establishing a significant presence for Chevrolet" in global markets "and needs to move toward a consistent brand name for advertising and marketing purposes. The memo in question was one step in that process."

But that doesn't mean to stop saying "Chevy," GM said.

-- Written by Ted Reed in Charlotte, N.C.