Should Toyota put the brakes on its "Moving Forward" tag line?
When companies face a public relations crises, it’s easy to overlook the effects it has on the various brand messages. But if not monitored carefully, they can have the reverse effect. Take the recent example of Accenture’s removal of all things Tiger. Their message “We know what it takes to be a Tiger,” went from status builder to water cooler parody in no time.
So who’s at the wheel at Toyota with their current tag line “Moving Forward?”
That oversight seems to be another indicator that the company is in reactive mode. Their ads seem to be at once apologetic, then defensive. Some talk about company heritage, while others feature customers touting their unwavering loyalty. On the same day Toyota officials challenged reports that its fail safe systems could be overridden, another Prius made headlines for speeding out of control. So is the company apologetic? Proud? Humbled? Defensive? Resolved? Toyota seems to be a bit all over the place, and understandably so, given the whirlwind of media coverage. But it’s important for the brand that they deliver a consistent company message — perhaps something more customer centric than company centric.
With no definitive answers in sight, “Moving Forward” seems oddly out of step. Perhaps it’s time to put that tag line in “park.”
