Toyota becomes Australian of the Year

I've had a thought...

Few people know this, but Toyota made a plan to take over from Holden as the "Australian" middle of the road automotive brand more than 25 years ago. I was there when it was hatched. The fact that the Australian of the Year is Toyota's 2nd-longest serving spokes-celebrity Lee Kernaghan (the longest being Big John Laws) is one thread in the fabric of the plan. Lee already slips mentions of Toyota into every interview. Don't be surprised if people start to believe that Toyota sponsors the Australian of the Year. Because they do. I wouldn't be surprised if a Toyota celebrity doesn't become Governor General. Then Toyota will be sponsor of the whole country. The company's brand dimension tracking has been following the relentless rise of its "Australian" personality for the last two decades. The jumping chook, the "unbreakable" ute, the "Bugger!" ads, the sponsorship of the AFL and the Olympic Team. Toyota outspent and out strategised the others. The only thing that held them back was their product quality. It was too good. Australians expect Australian made products to be crappy. Just like "Made In Japan" meant tinny, cheap, and unreliable in the 1950s and 1960s when the Japanese started exporting their way out of wartime devastation. Then a Professor Demming introduced the concept of "Quality" and the Japanese 'got it'. Their products became so reliable, they took vast market share from the old leaders. Toyota's quality made it attractive to ordinary Australians.. and at the same time made it harder for its brand to be accepted as Australian. The lesson from this: Marketing is not this year's plan. It is part of the DNA of the company. Does your company have a DNA? Or will it be lucky to last til drinks next Friday?