Toyota Making Lemonade Out of Lemons?
We’ve all been watching in fascination (or, horror – depending on your perspective) as one of the worlds most trusted brands has fallen. Not only has their myriad of problems sunk them almost overnight, but now you have the media “looking” for problems to pin on Toyota. Because we’ve all been watching this thing unravel, we know how it happened. The question now is how does Toyota get their brand back?
Toyota has already started the mea culpa process with commercials like this:
They’ve now started to harness social media as well. According to a post on Los Angeles Times Blog, Toyota has setup a branded channel on TweetMeme in partnership with Federated Media. It’s called Toyota Conversations and it’s essentially an aggegator of articles and web fodder about the brand. The LA Times articles seems to indicate that it was mostly including “positive sentiment” in the feed. However, when I looked it I actually saw a feed weighted more heavily on pieces critical of Toyota.
Is this the right approach?
I think it is. Look, no amount of spin is going to make this go away right now. Instead, Toyota has taken the initiative to aggregate it, acknowledge it and allow real conversation around it. While allowing a real stream of sentiment, Toyota is allowing all viewpoints – mostly negative – in to their “conversation,” but they are also able to brand it correctly. Take a look at the Toyota Conversations page and you see a section called “What We’re Doing” that allows the company to clearly state their message. There is also a link to a recent episode of Digg Dialogg which features Toyota’s US President, Jim Lentz. Additionally there are links to Toyota’s presence on YouTube, Facebook and Twitter.
Toyota’s brand is a mess right now, but they’re being as transparent about it as they can be. By taking this approach, not only are they laying their cards on the table, but they’re also saying “let us have it and after you do, we want to tell you how we plan to make it right.” Under the circumstances I think this is a genius approach to making lemonade out of lemons.
What do you think? Is this the right approach? What could they be doing better? I’d love your feedback in the comments.
18 Comments, Comment or Ping
AffiliationTips
Affiliate Insider: Toyota Making Lemonade Out of Lemons? http://bit.ly/aZvqiF by @MediaTrust
This comment was originally posted on Twitter
Mar 4th, 2010
affiliatesprout
Toyota Making Lemonade Out of Lemons? http://bit.ly/aXJjfs
This comment was originally posted on Twitter
Mar 4th, 2010
MetroFax
#affiliate Toyota Making Lemonade Out of Lemons?: We’ve all been watching in fascination (or, horror – … http://bit.ly/aZvqiF #mediatrust
This comment was originally posted on Twitter
Mar 4th, 2010
dunnypop
This article is great! Toyota Making Lemonade Out of Lemons? http://shar.es/m3hdt
This comment was originally posted on Twitter
Mar 4th, 2010
Brian Brodeur
I think it is a good plan for a number of reasons. They are trying to build a relationship with their customers and keep the lines of communication open. For the most part they haven’t been “defensive” and have accepted the responsibilities around their defects. They haven’t put themselves on a pedestal and have embraced it as a “learning event” that is going to make their cars better, and eventually their relationship with their customers stronger.
Moving forward, you know Toyota is going to micro manage every aspect of their car making process and produce a top quality product again. Because of that, and their current incentives to buy with them, it may be the best time to buy to get the best value for your dollar.
I’ve never owned a Toyota, but considering how they have handled this to date, I would feel comfortable checking them out.
Mar 4th, 2010
mediatrust
“Toyota Making Lemonade Out of Lemons” What can we learn about branding from this?: http://bit.ly/9ejnMm
This comment was originally posted on Twitter
Mar 4th, 2010
Scott Parent
I think you make a good point Brian. I think was a wake up call for Toyota to not let things slip through the cracks. Their cars are probably going to be more well-built than ever before.
Mar 4th, 2010
AmericanCliche
Toyota’s Making Lemonade Out of Lemons. Can they recover from this PR mess?: http://bit.ly/9ejnMm
This comment was originally posted on Twitter
Mar 4th, 2010
jasontruesdell
Fairly well crafted ad: RT @mediatrust: “Toyota Making Lemonade Out of Lemons” What can we learn about branding?: http://bit.ly/9ejnMm [vid]
This comment was originally posted on Twitter
Mar 4th, 2010
smarterChoice
Toyota Making Lemonade Out of Lemons? http://tinyurl.com/yznc2do one of the worlds most trusted brands has fallen #automotive
This comment was originally posted on Twitter
Mar 5th, 2010
Brian
I think I’m more ears than mouth. how do I change that??
This comment was originally posted on American Cliche Podcast – Politics, Pop Culture, Entertainment and Bizarre News – Hosted By Scott Parent – Free Streaming MP3 Radio
Mar 5th, 2010
Brian
My image didn’t come through….
http://farm5.static.flickr.com/4001/4408883571_4567b6d092.jpg
This comment was originally posted on American Cliche Podcast – Politics, Pop Culture, Entertainment and Bizarre News – Hosted By Scott Parent – Free Streaming MP3 Radio
Mar 5th, 2010
Mike Carney
I know a few alligators but prefer ducks Scott. Ducks are quiet up top while very productive below.
This comment was originally posted on American Cliche Podcast – Politics, Pop Culture, Entertainment and Bizarre News – Hosted By Scott Parent – Free Streaming MP3 Radio
Mar 5th, 2010
Scott
Brian – that’s the easiest dilemma of all to solve. START TO USE YOUR VOICE! I think people fall on that side of the coin too often. It’s great that you listen and learn and take stuff in, but take 10% of the time you spend learning and reading and share something via Twitter or Facebook, write a blog post or comment on someone else’s blog post.
Too often smart people stay silent.
-S
This comment was originally posted on American Cliche Podcast – Politics, Pop Culture, Entertainment and Bizarre News – Hosted By Scott Parent – Free Streaming MP3 Radio
Mar 5th, 2010
Scott
Mike – that sounds almost perverse.
This comment was originally posted on American Cliche Podcast – Politics, Pop Culture, Entertainment and Bizarre News – Hosted By Scott Parent – Free Streaming MP3 Radio
Mar 5th, 2010
kenzei
Toyota Making Lemonade Out of Lemons? http://tinyurl.com/yznc2do one of the worlds most trusted brands has fallen #advertising
This comment was originally posted on Twitter
Mar 6th, 2010
thgbusiness
Toyota Making Lemonade Out of Lemons?: We’ve all been watching in fascination (or, horror – http://url4.eu/1firL
This comment was originally posted on Twitter
Mar 6th, 2010
Reply to “Toyota Making Lemonade Out of Lemons?”