Volvo’s customers, existing and potential, have been rethinking its safety guarantees after a series of 2010 Volvo V60 Pedestrian Detection failed demonstrations, where the V60 simply failed to detect a dummy and went straight on to crashing it. Ironically, Volvo has failed not only the practical tests of safety, but also the tests of customer trustworthiness. It has always represented safety…Volvo proceeded to improve the pedestrian detection system and has developed the 2011Volvo S60 Pedestrian Detection with successful demonstrations. The image, though, and customer trust have already been damaged.
Marketers, when you develop your brand mantra, those key words that symbolize your brand and what you are all about, try to truthfully embody their meanings in your products. Test and retest your qualities before you call the press and the public for a demo of new products to avoid the unavoidable. There is a fine line between success and failure after all…
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