Since I posted my article about Brand Integrity and the Mattel/ Fisher Price product recall, the toy recall story got worse and showed that the problem was much bigger as Mattel had to increase the amount of toys recalled.
Some news items on the accelerating issue:
Toy woes prompt China checks call http://news.bbc.co.uk/1/hi/business/6947420.stm
List of products recalled http://news.bbc.co.uk/1/hi/business/6946752.stm
It raised lots of questions and discussions about the degree to which both brands and even governments are to be trusted to have consumer safety at the top of the agenda. Many of the statements from both the suppliers and government agencies spoke about how there were great test procedures in place.
But all that made me think as a consumer was: if there great checks in place why are we in a situation where millions of toys are being recalled that were made some time ago...?
This just adds to the growing concern and undermining of consumer trust in the integrity of brands. It is, surely, clear that there were not enough checks in place? Would it not be better to admit this and say this is what we are doing and have done versus defending what seems to have been a failure?
Brand integrity is also about admitting that you got something wrong, understand you have and then telling consumers what you have done to address it. If you have a relationship with another person that is the way you deal with issues and transgressions. Why not do that as a brand owner?
We talk about one of the key distinctions of a brand being that a consumer TRUSTS a brand. To have trust you need to have a relationship. It does not mean you have to get everything right all the time, but it does mean you have to be seen to have integrity in everything you do - and you admit your shortcomings and fix them.
In this episode, I feel that Mattel are at risk of undermining this. Something that is even more critical in a sensitive and emotional area like children.
What do you think? Add your comments ..
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