Product Builds the Brand via Social
Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., is a firm believer that products build brands, but digital can be a big amplifier. He gives the example of the Prius. Toyota certified "Prius Experts," car owners who answered other customers' questions. This built excitement over the product in an organic way and opened the door for people to talk about their cars online.
“We ended up building "Prius Experts," and these were individuals that own our vehicles that we certify to answer consumer questions.“
- Tim Morrison
- Published November 2011