The Ad Feature with Jonathan Cherry

Five marketing lessons to be learnt from the VW test-rigging scandal

Volkswagen has been making headlines in recent days after the car manufacturer was exposed for alleged test-rigging last week.

VW was found to have equipped millions of diesel-powered cars with software designed to fool emissions tests.

According to advertising guru and Director of Cherryflava Media, Jonathan Cherry, there are lessons to be taken away from the recent VW scandal.

VW is one of those brands which had earned the trust of the motoring and investing public for over 35 years.

Jonathan Cherry, advertising expert

Five marketing lessons to be learnt:

1. Brand trust is built over several years.

2. It takes a lot of effort and money to build brand trust.

3. One wrong decision has the ability to taint any great or iconic global brand.

4. Honesty, transparency and ethics are becoming important elements of business and branding.

5. Consumers expect brands to have integrity, and there are unintended consequences when they fall short.

Listen to the full conversation between Jonathan Cherry and CapeTalk's Kieno Kammies:

Pick of the week: The Chase from Heineken


Recommended

by NEWSROOM AI
Read More
Brands not using social media in 2016 are lagging behind

Brands not using social media in 2016 are lagging behind

Jonathan Cherry looks at the use of social media as a tool between customers and brands.

David Bowie made a masterpiece of everything he touched...even these commercials

David Bowie made a masterpiece of everything he touched...even these commercials

Aside from his creative genius in the music and film arena, the late David Bowie also appeared in a number of television commercials.

Some JSE-listed companies 'not forthcoming with truth' on green practices - CER

Some JSE-listed companies 'not forthcoming with truth' on green practices - CER

Many of SA’s biggest listed companies are not forthcoming with the truth about their environmental compliance, says the Centre for Environmental Rights.

NRCS to probe VW SA implication in test-rigging scandal

NRCS to probe VW SA implication in test-rigging scandal

The National Regulator for Compulsory Specifications will compare implicated vehicle models against those that were approved in SA to see if any data was manipulated.

How the Volkswagen scandal affects SA (VWSA builds diesel engines for export)

How the Volkswagen scandal affects SA (VWSA builds diesel engines for export)

Alexander Parker, Motoring Journalist at Business Day, discusses the effects of the scandal on South Africa.

Volkswagen shares down 20% on rigged emissions tests. VW SA not off the hook

Volkswagen shares down 20% on rigged emissions tests. VW SA not off the hook

The car manufacturer has thus far set aside about R100 billion for imminent penalties. Just how much trouble is the car maker in?

Popular articles
Vila Kasi TV station leaves employees out in the cold with no pay

Vila Kasi TV station leaves employees out in the cold with no pay

Employees of the start-up media house are angered for not receiving salaries as promised at the end of June.

Nhlanhla Nene asks trade unions for ideas on how to fund wage increase demands

Nhlanhla Nene asks trade unions for ideas on how to fund wage increase demands

Nene asked unions representing Eskom workers to provide ideas to fund wage increases after negotiations with Eskom deadlocked.

How Steinhoff shares doubled in just five days

How Steinhoff shares doubled in just five days

Founder of Herenya Capital Advisors, Petri Redelinghuys, explains how the embattled Steinhoff managed to double its share price in 5 days

Parents no longer have to travel with children's birth certificates

Parents no longer have to travel with children's birth certificates

The new Home Affairs upgrades to the system include printing parents details at the back of the child's passport.

SA-made Rolkem cake decoration products may not be safe to eat

SA-made Rolkem cake decoration products may not be safe to eat

The UK’s Food Standards Agency issued an advisory, claiming that Rolkem failed to confirm that their ingredients were safe to eat.

Criminals targeting homes with aluminium windows, warns neighborhood watch

Criminals targeting homes with aluminium windows, warns neighborhood watch

The Panorama, Welgelegen and Plattekloof Neighbourhood Watch has identified a new house break-in trend.

3 emergency numbers you should have on speed dial and how they work

3 emergency numbers you should have on speed dial and how they work

These are the emergency numbers you should have on your cellphone and this is what you must understand about how they work.