Archive for February, 2010

Feb 21 2010

What's Your Brand's "Animating Idea"?

On a recent business trip I picked up the latest Car and Driver magazine to get my monthly car guy fix. I usually don’t read the editorials in any of these car mags because they tend to say the same tedious things.Typically that includes a memoir of driving the newest Lamborghini on the Autostrada, or [...]

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Feb 17 2010

Toyota Needs New Tagline!

I am in New York this evening and was watching the Olympics at an Irish bar near my Midtown East hotel. On came a Toyota ad, which amazed me with its tagline: Moving Forward Now, I have seen that Toyota campaign tagline before. But, I never viewed it with the context that we all have [...]

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Feb 17 2010

Toyota Announces Safety, Quality Measures

The news is out today that Toyota is undertaking a series of quality and safety measures to fix the systemic problems brought glaringly to light because of the company’s recent massive recall and resulting brand crisis. As reported in Ad Age today, the steps include appointing regional quality officers, relying on an onboard "black box" [...]

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Feb 10 2010

Toyota Needs Some Humility

Toyota has just started running its first TV ad in the wake of its disastrous recall, unintended acceleration problem and growing brand and reputation crisis. The ad is fine, if a bit bland. As I have been saying for the past two weeks, Toyota needs to ratchet up its emotional quotient in everything it does [...]

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Feb 05 2010

Now Prius' Brakes Are Suspect

Could it get any worse for Toyota? (The short answer is, yes, but more on that later.) Yesterday it was reported that the US government authorities are now investigating whether or not the Toyota jewel in the crown, the Prius hybrid, might have to be recalled for faulty brakes. As they say, when it rains [...]

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Feb 03 2010

More Troubles for Toyota; Is it Really Just Sticky Pedals and Floor Mats?

Sorry to pile on Toyota, but the news seems to be going from bad to worse. The lead story in today’s Wall Street Journal tells the tale. It seems the US government is getting even more serious and aggressive about its response to the crisis and is pushing Toyota hard on its "fix" for the [...]

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Feb 02 2010

Government Considering Sanctions Against Toyota; Brand's Sales Off 16% in Jan.

A Wall Street Journal story reported today that the Obama Administration is threatening to get tough with Toyota in the wake of the automaker’s slow reaction to the unintended acceleration problem and the resulting global recall of millions of affected Toyota vehicles. Of course, this is a bit of an about face for the Administration. [...]

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Feb 01 2010

Toyota's Multi-Year Problem With Deep Denial

Toyota’s US president and COO James Lentz finally went on the Today Show this morning to try to quell the growing concern and outright fear over Toyota’s massive vehicle recall. As pretty much everyone knows by now, the mounting crisis grew out of Toyota’s problem with sticky accelerators that could cause, and have already caused, [...]

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