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TIM MORRISON: Well, it's a little bit
of an age old debate.
Which comes first?
Is it the product that built the brand or did the brand
come out and then the products behind it?
And I'm one of the ones, I'm a proponent of that the product
did build the brand.
So I'm not exactly going to answer your question on
speaking specifically to Toyota because I would say we
built it there.
And the example is Prius.
We came up with the Prius a decade ago.
But more recently, when the web started, the internet got
hot, we started communicating with PriusChat, some of our
owners' site.
We ended up building Prius experts.
And these are individuals that own our vehicles that we
certified to answer consumer questions.
So they weren't necessarily having to call us.
They would work on our forums. So we had done that rather
successfully with Saatchi LA.
They had helped us through all this process.
And what we finally determined is that, as this started to
take on a life of its own, we should do two things-- one,
get a Toyota USA Facebook page, where we have tabs for
each of the product, but to start to open that door of
communication with our consumers.
So it isn't necessarily that we would have a Twitter page
without product because the product tells our story.
That's what the customers always want to tell us.
It's about tell us about your new story on your car.