Names stick. A classic scene from the movie Stripes is the introduction. One character introduces himself and says, “My name is Francis Soyer … but everybody calls me Psycho. Any of you guys call me Francis, and I’ll kill you.” After the rest of his rant, the drill sergeant quips, “Lighten up Francis.”
Anyone that has ever had a name or nickname that they didn’t like can relate. But whether you like it or not, name association can be powerful. That’s what Chrysler is experiencing with their truck line, and it doesn’t look like it is going to change anytime soon.
Read more about the challenges Chrysler and other top brands have faced in rebranding their companies and products here: