• 0

Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

  • Campaigns
  • Speaking
  • About
  • Cartoons
  • Contact
  • Book
  • 0

brand reputation

October 4, 2015

  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
TweetLinkedInFacebookEmail

“It takes a lifetime to build a good reputation, but you can lose it in a minute,” according to Will Rogers.

Or as Warren Buffet put it, “A great reputation is like virginity – it can be preserved but it can’t be restored.”

Volkswagen’s emissions debacle has been the biggest proof point of this principle in marketing. VW is one of the most beloved brands associated with some of the most memorable advertising in history. Yet it’s hard to imagine in what form the brand will recover.

There’s a great article from Edward Boches in Adweek that recalls Volkswagen’s 1960 “Lemon” ad to discuss how fall the brand had fallen.

vw-lemon-hed-2015
“This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn’t have noticed it; inspector Kurt Kroner did…”

“We pluck the lemons; you get the plums.”

Edward Boches’ article concludes, “Too bad Kurt Kroner wasn’t still around.”

I think that’s a really interesting metaphor for any brand to consider: where do you draw the line on what is considered a Lemon?

In any organization, we’re faced with constant decisions and compromises. Most of these decisions aren’t as severe or consequential as emissions deception. Most are in the territory of a blemished chrome strip. But I think if we allow enough blemished chrome strips, it becomes easier to make other compromises.

I once heard someone from Innocent Drinks define a brand as “made up of thousands of nice, little touches”. All of those touches are from everyone in the organization who touch and shape the brand and make it what it is.

We all have the opportunity to be Kurt Kroner.

I’d love to hear your thoughts on building (and preserving) a brand’s reputation and the values that guide what’s considered a Lemon.

Filed Under: advertising, Brand Purpose, public relations

  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Your Ad Ignored Here Book Image

15 years of Marketoonist compiled for your marketing pleasure.

Order Now

About Marketoonist

Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

Browse Blog Posts

Most Popular Cartoons Browse Categories

Marketoon Campaigns

contentmarketing

Content marketing with a sense of humor.

Learn More

Keynote Speaking

speakingworkshops

Insightful, funny, and visual keynote talks and workshops.

Book Tom to Speak

Search Blog Posts

Interested? Let’s Talk!

Footer Form - Let's Talk

  • This field is for validation purposes and should be left unchanged.

Marketoons

Browse Categories
Spacing Things Out

About Marketoonist

Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

© 2025 Marketoonist