OK, every family has its problems. Toyota, which started as a division of the Toyota Automatic Loom Works, managed to develop a worldwide presence and reputation, survived a number of seismic recalls and some actual seismic activity is celebrating its 75th anniversary.
They used to be a perennial #1 on our Customer Loyalty Engagement Index, driving away with high levels of engagement, sales, and attendant profits. The recalls did shake them up a bit. Issues of safety and customer care and, well, safety hit them pretty badly and they ended up in the middle of the pack – #10 – three years ago.
Brands that start out with high degrees of loyalty and emotional engagement have something better than high degrees of name awareness, or even high degrees of brand awareness with...