Arun Sudhaman

Working the angles around media, comms and marketing.

Posts Tagged ‘Japan

Toyota’s runaway reputation

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Toyota has confirmed that it is studying how perceptions of the company have changed since the onset of its staggering recall crisis. It comes in the wake of a meeting between the carmaker and PR agency MS&L in Paris, although it seems unclear whether Toyota is willing to retain external counsel to assist in its response.

There has been mountains of copy devoted to the Japanese car brand over the past few months, much of it from PR types weighing in with their two cents about how Toyota should be responding. I know this, because I wrote one of these stories myself.

What interests me in particular are the cultural issues at play. Crisis comms often appears to be a different kettle of fish in Japan, where consumer expectations of brands are rather different. Speed is also less pressing. And, of course, Japanese companies seem more comfortable putting reputation management into the hands of the advertising agencies.

Veteran Japan reporter David Kilburn has written an extremely insightful post on Toyota’s travails over at Bill Rylance’s Watatawa website, and I’d urge everyone to read it. One of his key points is that Japanese corporate cultures have faced a steep learning curve when it comes to open communication. Kilburn added a few more interesting examples when I contacted him: Read the rest of this entry »


Written by Arun Sudhaman

March 18, 2010 at 1:28 pm

Japan: Politics as usual

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Very interesting story from my main man David Blecken at Media Asia on Japanese political parties’ attempts to embrace digital communication as part of the general election campaign.

The moves seem more hesitant than full-fledged, given Twitter use is outlawed during the official 12-day election period. And most of the programmes appear relatively simple attempts to shift campaigning into an online arena. There does not, for example, to be much use of digital media to organise and mobilise supporters or raise funds.

The best bit must be the attack ad that the ruling LDP party is running on its website. Check it after the jump. Read the rest of this entry »

Written by Arun Sudhaman

August 14, 2009 at 9:19 pm