Can Toyota be successful in brand damage limitation?
Rob Illidge (Marketing Execuitve)
In response to Jonathan Hemus’ article on TheDrum.co.uk
Despite the obvious death and lawsuit on Toyota’s hands, I believe they have been somewhat successful in their brand damage limitation.
I was always taught that there are two main ways to deal with a crisis PR situation:1) Let it blow over or deny any knowledge
2) Issue a public response and display your willingness to rectify the situation.
Unfortunately for Toyota the latter is the only option they have.
Over the last few years we have seen a huge increase in the number of product recalls, specifically in the toy market. Most notably, the recent Go Go Hamster which a claims consumer group alleged it contained “chemicals linked to cancer”.
Cue parent panic.
Cepia LLC (makers of the GO GO Hamster) took a less vigorous public response approach than Toyota, simply rejecting claims of any link and publishing the results of chemical level tests. It remained one of the most purchased Christmas toys of 2009.
I truly believe Toyota’s use of social media will aid its brand damage limitation; YouTube and Twitter act as perfect platforms to connect with customers, especially at a time when confidence in the brand has taken a knock.
That said, I have lived and worked in the United States and I am aware of how brand loyal customers are, especially in relation to US products. It can be said that this recall will no doubt have a negative effect on the Japanese corporation’s sales (in the US).
Tags: robert illidge, toyota, toyota recalls
Business Law, Intellectual Property, Personal Injury | Ralli | 
February 5, 2010 12:39 pm
Subscribe