Is Toyota Brand Still Grand?

For most of existence, Toyota stood the test of time and was thought to be forever known associated with high quality and efficiency. As a result, many thought Toyota would come out the other end of the economic downturn in decent shape. Now, Toyota is fighting for its life. The mechanical problems with the Toyota Camry which has caused many accidents has got the brand scrambling to survive. 

In the past I often sighted Toyota as a best practice in how to develop a sustainable brand, and how to recruit and retain brand champions. Most people who bought Toyota bought more Toyotas. For example, many of the people who own problem cars have kept them. Now that is a brand champion. Most people who worked for Toyota did so for much of their career. Now comes the true test of sustainability. 

Could your brand survive a situation like Toyota? Does your organization have a brand strategy based on mission, core values and stakeholder engagement, or does it just slap ads together and hope for the best?

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

Comments

[twitter.com/Jensen_G]

I know that this is the first time that I personally have looked upon Toyota in a negative light. The way this has snowballed for them is pretty disconcerting.

[Rex Whisman]

Hey Jensen, yes this is a very difficult situation for them. Thanks for sharing!