The Weekly Newspaper serving the citizens of Morenci, Mich., Fayette, Ohio, and surrounding areas.

  • Front.cheers
    MACEE BEERS joins other Fayette Elementary School students for the annual Mini-Cheer performance during the half-time break at the basketball game.
  • Family.3.wide
    CHILDREN at Stair District Library’s Family Story Time toss scarves into the air during an activity. The evening program provided a mix of stories, songs, dancing, crafts and snacks Monday evening. The program is offered at 5:30 p.m. every Monday for five more weeks. The program is designed for three to five year olds and their family.
  • Front.newpaper.2
    THE INTERVIEW—Evelyn Joughin (right) records the interaction with an iPad while Jack Varga, next to her, asks questions of Morenci Elementary School principal Gail Frey. Morenci senior Sam Cool (standing) listens. Cool serves as the editor for the newspaper written by members of Mrs. Barrett’s second grade class.
  • Front.code.2
    WRITING CODE—Brock Christle (left), a Morenci fifth grade student, takes a look at the progress being made by fourth grader Anthony Lewis. Libby Rorick, a sixth grade student, is next in a line of girls trying out the coding tutorials. This year marked Morenci’s second year of participation in the Hour of Code project.
  • Front.skelton.vigil
    MORENCI’S three Skelton brothers were remembered with both tears and laughter last week during a candlelight vigil at Wakefield Park. Several people came out of the crowd to give their recollection of the boys who have now been missing for five years.
  • Front.gym.new
    REMIE RYAN (left) tries to dodge the foam wand held by Hayden Bays during physical education class at Morenci Elementary School. In the background, Lauryn Dominique and Brooklyn Williams stay clear of the tag. Second grade students were working on cardiovascular health on the first day back from vacation. For the record, Safety Tag is a very difficult sport to photograph.
  • Front.lift
    MORENCI student Dalton McCowan puts everything into a dead lift attempt Saturday morning during the Wyseguy Push/Pull event. Lifters helped raise more than $1,600 for the family of the late Devin Wyse, a former Morenci power-lifter who graduated last year. Commemorative T-shirts are still available by contacting teacher Dan Hoffman.

2010.06.16 Singing the praises of Chevy versus Chevrolet

Written by David Green.

By RICH FOLEY

Yes, it’s once again acceptable to use the nickname “Chevy” when referring to the vehicle brand originally known as “Chevrolet.” The folks at General Motors have apparently regained their senses just two days after an attempt to ban the shorter version from use throughout the company.

A memo sent to Chevrolet employees at the Detroit headquarters of General Motors stated that “When you look at the most recognized brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding. Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.”

The memo suggested that the way to achieve consistency at Chevrolet was to use the longer name only and drop use of “Chevy.” There’s an even weirder side note—a “Chevy” can was placed in a headquarters hallway with employees expected to deposit a quarter whenever they slipped up and said “Chevy.”

Think about that for a minute. Chevrolet has been around since 1911. I’d bet that there isn’t much confusion in the marketplace as to what brand you’re referring to no matter which version of the name you use.

And, as many were quick to point out, Coke is not the model of brand consistency the General Motors executives were claiming. The soft drink brand uses the formal name of Coca-Cola interchangeably with the short form Coke in their advertising. For GM to use the short nickname of the soft drink as an example as to why the car should be called by its longer name is hilarious, though I’m sure, in retrospect, not to the memo writers.

And who thought it was a wise idea to fine employees who went astray and said “Chevy,” reducing the use of a long-time alternate version of the brand name to the level of the F-word? And no, I’m not talking about “Ford.”

Am I the only one who thinks that one of the government advisors looking over GM and Chrysler’s shoulders these days came up with this idea? Anyone want to bet?

I can see it now. Soon, the people behind the “Smart” car will be demanding that we refer to it as the “Intelligent” car. The only problem there is, hardly anyone ever refers to the car at all except to ask, “What is that tiny thing sitting on the used car lot?”

GM’s memo had barely been sent when it was leaked to the media and the uproar began. Alert reporters noticed that dozens of uses of the banned C-word appeared on Chevrolet’s website. Someone obviously forgot to get their act together before spreading the news of the name banning. Much more coverage of the move focused on popular culture.

Many pointed out that Bob Seger, who lent his music to the marketing of “Chevy” trucks for years, might have to change the words to “Night Moves.” No longer can he pursue adult activities in his 1960 Chevy.

Elton John would also have to rewrite “Crocodile Rock.” Motley Crue and the Beastie Boys also were mentioned as artists who would have to make changes in songs, although I have to admit I don’t recall what songs they might be. I did think of another, however. Steve Earle would no longer have “the hottest little Chevy around” in the opening verse of “Sweet Little ’66.”

I’m sure many of you out there can think of even more “Chevy” references in popular music. Feel free to send them in if you like, but thankfully, our long-revered songs are safe.

It only took two days for the auto giant to change its decision and issue a new memo saying it “in no way” wants to repress use of the name “Chevy.” And all those media references about Don McLean having to change the lyrics to “American Pie” can now stop.

But the more I think about it, maybe General Motors should take whatever amount of money they raised during the short life of the Chevy “swear can” and send it to McLean to help support him while he works on a comeback album.

Can’t you just hear the first single? Something like, “My career has stalled, like an out-of-tune Chevrolet...” Yeah, that’s got platinum album written all over it.

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