![]() ![]() (Or in Windows, the Run dialog in the Start Menu or + R). It specifies the directories in which executable programs* are located on the machine that can be started without knowing and typing the whole path to the file on the command line. One of the most well-known is called PATH on Windows, Linux and Mac OS X. And I'm confident that it does all of those things.Environment variables hold values related to the current environment, like the Operating System or user sessions. "We needed to make sure we could make it truly global and well thought out and that it delivers the message we need to deliver and that it can be something that inspires our people. "I've been leading this with a great team, and we've been working on it for six months or so," he said. But Batey said, "No, frankly," when asked if "Find New Roads" and the accompanying campaign were inspired or prodded by Ford's efforts. Batey acknowledged that it's "a really good question" whether GM should simply have considered no longer trying to bring under one unifying rubric and positioning all of Chevy's vast universe of products, which cover almost all mainstream market segments as well as 140 geographic markets.Ĭhevy's new effort seems to share at least some sense of mission with Ford's new "Go Further" branding campaign, which also initially emphasized internal engagement before going external, and which also was conceived with global applications in mind. "But we believe it's not the right global platform, because in fact in some countries, Chevy doesn't 'run deep' yet."Īnother problem with "Chevy Runs Deep" is that it seemed to mean little of any unitary importance for such a broad brand it was applied equally to TV ads, for instance, for the Volt plug-in hybrid and pickup trucks. It was a great tag line at our centennial moment," when the Chevy brand turned 100 years old in 2011. Though "Chevy Runs Deep" has been widely criticized as ineffectual, Batey insisted that for a time, the slogan "worked really well for us. He said, by the way, that "there is nothing to announce at this moment" about Ewanick's potential successor as permanent CMO. Batey took over only on an "interim" basis after Ewanick, but he was a long-time leader at Chevrolet and said he's personally very invested in the new branding approach. With the adoption of "Find New Roads," GM also is clearing away one of the significant remaining vestiges of the tenure of Joel Ewanick, the former CMO who left last summer amid controversy. "There's a huge opportunity for us to use that new product and momentum to start to lay the platform," Batey explained. "This needs to be something that inspires our people and gets them to raise their game, and ingenuity is one that's at the heart of what we do everyday."Įxternal applications of "Find New Roads" will begin globally later in the first quarter, Batey said. So the new slogan and campaign will give Chevy an extra chance at attention in a year that it is making some crucial product launches - some 20 vehicles around the world in 2013. The idea is every day to find new roads through our products, technology, design, performance - it doesn't just mean zero-to-sixty it could be a variety of things. "What we need to do is bring this to life, and it needs to become the thrust of the brand," Batey said. "That's why the internal alignment is the starting point. ![]() Already, Chevy noted in its release, it has "launched a program to train dealership personnel to approach every aspect of their business differently to improve the retail experience." Notably, Chevrolet also is adopting "Find New Roads" as an internal rallying cry, an actionable objective for its engineers, designers, marketers and other staffers around the world both for purposes of internal branding and employee engagement in the mission of the brand. Because of our growth and our size, we can make it globally iconic." "Now is the right time for us to truly globalize the brand and take it to the next level. But now has five global nameplates a decade ago we didn't have any."Īnd about 65 percent of Chevrolet sales now are outside North America, compared with 27 percent just 10 years ago, he added. "We've grown around the world as separate entities that are very successful. ![]() "When I took on this role in mid-year, the one thing I wanted to do was look at this from a global perspective," Batey said. But also and just as important, they're aiming for a new sort of positioning that can serve more global purposes as "the touchstone for the brand as it develops new products and technologies for sale in more than 140 markets," according to a GM press release. Certainly they're hoping to help turn around Chevy's U.S. In making the switch to "Find New Roads," the GM marketing team is taking a number of steps simultaneously. ![]()
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