7-May-10 10:00 AM CST

Radio Marketing Tip : Brand Protection

Small business can learn some valuable lessons from the big guys, when it comes to damage control. That is, how NOT to do it. When Toyota started addressing the issues with their vehicles, consumers waited for a logical explanation and direction on how to best to handle the runaway cars, and they got nothing close to that. The result, a black eye for Toyota. Great brand, not so great right now, or maybe never again. Now, another global giant is missing the mark on damage control. British Petroleum, the company we’ve been trained to believe is an environmentally conscious leader, now has to contend with a bigger than life spill off the Gulf Coast. Here’s the problem, they’re not doing a good job at damage control. So this once gentle giant has a giant branding problem as well. In the article “BP Struggles to Hit Right Note in Response to Oil Spill”, by Michael Bush, the issues that faced Toyota and now face BP are a good case study in too little, too late. Big or small business, things won’t always go the way you want them to, but how you talk to your fan base will protect your brand.

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