Driver or spare part?

New departure: Toyota GB has cut its marketing director role
New departure: Toyota GB has cut its marketing director role

The news that Toyota GBhas scrapped the role of marketing director (MW 24 March) should be of interest to anyone looking at how global brands keep in touch with customers in their local markets.

It sounds as if Toyota still has its important delegated marketing roles, but these will now be taking more of an operational focus.

Although taking out levels of local management or removing strategic brand accountability can help businesses become faster and more efficient, it can also affect their ability to understand and engage both channel customers and consumers at a local level.

When you’re trying to build an enduring brand that spans markets – especially in a sector such as cars where there are widely different attitudes – it is essential to keep connected with how local customers think and feel, their attitude to the brand and the nuances of each market. Toyota should make sure that this roleisn’t neglected.

The structure itself is probably less important than ensuring the organisational marketing capabilities are in place with the right processes and tools to generate insight, engage customers and deliver value.

The important thing for any brand that is thinking about restructuring its marketing teams is to understand what impact it will have on the delivery of superior value to customers.

Without a UK marketing director at Toyota, is the business clear who will be responsible for connecting with UK customers and how the European or global strategy will connect at a local level?

If the answer to that question is no, all the efficiency in the world will not help Toyota build its brands more effectively.

Mark BealesGroup account director
Brand Learning

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here