For nearly 100 years, Chevrolet has been a driving force in the United States economy. In that time, the mainstream automotive brand has produced cars and trucks that a broad variety of consumers have relied upon. More than just an industrial powerhouse, it became a trusted brand and earned a place as a family member in millions of homes. It even garnered a nickname, Chevy, and was sewn deeply into the fabric of American culture.

Few brands will ever represent the common dream of success the way Chevy has.

Naming brands is both a science and an art. In my career, I’ve been on more naming assignments than I can count. We’ve developed some pretty well-known names at Siegel+Gale, and in the end, a name is a word that is endowed with meaning by the people who adapt it, are touched by it and who live it every day. As with newborn children, there are many factors that go in to choosing a good name.

When my wife and I named our girls, we looked for names that were unique, memorable, and melodic, that fit with our often mispronounced last name, would be cute for a girl—yet sturdy enough to handle the corporate board rooms that we wished them to have the opportunity to serve in. Olivia and Sophia are in grade school now and it turns out that their once old-fashioned sounding names were more popular than my wife and I had thought. Olivia actually had four other “Olivias” in her kindergarten class. However, growing into her own, my then six year-old daughter became Liv. It wasn’t just an endearing form of her given name; Liv became her identity and was truly indicative of her vivacious and easy-going personality.

Though this may surprise you young parents out there, global brands can be harder to understand than kindergartners and much harder to change. So, when brands like Chevrolet morph into Chevy (or FedEx, Coke, Mickey D’s, 3M and the list goes on) because of the enthusiasm and deep, personal connection that so many people have about their products and ethos, it signals the kind of cultural relevancy that money simply cannot buy. Will consumers embrace Radio Shack as The Shack? Will Gatorade succeed in its quest to become G? It remains to be seen. As for Chevrolet, and the corporate demand to nix the Chevy nickname, it just feels too much like control by parents who haven’t taken the time to meet their kids’ friends, see where they live, and get involved in their world. (Chevrolet! It’s time to do your homework!)

Evan Molho is an account director for the Siegel+Gale New York office.