The latest corporate fad as many companies are coming under scrutiny is to scramble and get a feel good video produced and distributed to try and retain market share and build confidence. This alleged ‘transparency’ or confession is becoming more and more common in a cut throat economy. I’ve listed a few examples below:
First it was GMC with their wide open ooops we goofed video and needed our tax payer dollars to bail them out:
Next, Tiger Woods starts losing endorsements and the PGA starts losing serious coin prompting him to come out and make a ‘public’ on his terms confession:
Last, Toyota. Toyota has come under fire for several recalls on several cars. Toyota’s reputation for building high quality products has been tarnished, so they of course resorted to the open video to consumers: I actually saw a new one tonight with an older couple telling the world how very impressed they were with Toyota coming out and apologizing and stating that their next car will be a Toyota.
While I realize the dire need for a prompt PR response, which of these above examples actually seemed the most sincere to me? The Tiger Woods confession. GMC didn’t have a choice but to call a spade a spade, Toyota followed suit and is now using the transparent card to attempt and instill confidence back in its consumers and vehicle owners (myself included). Here’s my issue: it feels forced. I realize I’m jaded, but is being transparent just to be transparent wrong or completely fake? When it seems forced, I personally feels it damages the brand more than helps it. I often wonder as I watch the Toyota commercials now, why didn’t you just do the right thing from the very beginning? Sure, we ALL make mistakes, myself included, but the new fad of scrambling for a feel good ooops we goofed video seems so orchestrated now. What would convince me that there is a new GMC or a new Toyota? Superior products, quality driven and a true commitment to doing what’s right EVERYDAY, not just when they get caught with their pants down.
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