C: Management wants consistency in branding. And if Chevy isn't already recognizable enough, listen to this.
(SOUNDBITE OF SONG, "BYE, BYE MISS AMERICAN PIE")
DON MCLEAN: (Singing) Drove my Chevy to the levee, but the levee was dry. Them good ol' boys...
: Taking the Chevy brand off the tips of people's tongues will not be easy, but management has a solution: Impose a fine. Add a plastic bucket for the toll. Every time someone uses Chevy rather than Chevrolet, employees will be expected to pay a quarter.
: I shall drive my Chevrolet to the levrolet(ph). So there you go. You can join the discussion. You can find us @MORNINGEDITION or @NPRInskeep.
: And there's a quarter. That's the business news on MORNING EDITION from NPR News. I'm Deborah Amos.
: And I'm Steve Inskeep.
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