How to Destroy a Brand

There are plenty of articles about the Toyota recall situation. And I'm sure that there will be a lot more.

A recent Cleveland Plain Dealer article stated: "In a few short weeks, Toyota has done what GM, Ford and other automakers have failed to accomplish for decades: erase the perception that the Japanese automaker's cars are of much higher quality than those of its rivals."

The jury is still out about whether Toyota has truly erased its brand perception of high quality. But one thing did stand out when I read that excerpt - that a strong brand must consistently deliver its brand promise. And when it doesn't, it must be up front and honest about it. Waiting to address an issue - as Toyota did with its recall - and, in fact, as Tiger Woods did with his infidelities - can be a critical mistake.

Whether the Toyota brand will fully recover depends on many factors. But one thing is evident. It takes a lot longer to build a strong brand than it does to weaken it. Smart organizations protect their brands because they know that strong brands add value and increase their revenues.