In this episode of The Heart of Marketing, John Gregory Olson and I (Jayme Soulati) captured the earliest moments of the Volkswagen controversy, and it’s been a hornet’s nest of chaos every day since. At the time of this broadcast we didn’t know that the engineers would be implicated for their retooling of software to cheat the U.S. Environmental Protection Agency. We didn’t know, either, just how deep and wide the scandal would run.
In spite of this older topic, the concept of crisis communications is NOT NEW. There are and still will be events unfolding with Volkswagen that will cause share price to plummet and stakeholders to mistrust for a long time coming. This event is absolutely worse than the BP explosion in the Gulf of Mexico because this is from within the company stronghold — in its engineering department. Fahrvergnugen.
When you listen, you can still takeaway some perspective for your won C-suite and leadership. Is there anyplace in your mid-tier business where the C-suite is not informed about what happens in the outer confines of the company? It is in this episode that John and I also introduce the first of five pillars of heart marketing — ‘Transparency + Authenticity = Trust.’ Did VW adhere?
Reversing a Volkswagen Betrayal In Your Mid-Tier Company
We’ve spoken about the largest corporations on this show, and we use their examples to bring back to a smaller-tier company. Have you had any issues you might share in comments? Regaining customer trust is a challenge, for sure.
What’s your view of how well or if VW can recover?
Show notes and resources