Publications may loose their advertising budget while covering the scandal
From a brand perspective, this entire situation exposes several very important and inherent weaknesses for traditional brands, branding and brand advertising.
Is Volkswagen just the Tip of the Iceberg ? Will other Brands Follow ?
Each time a major scandal like Volkswagen occurs, there is damage not just for that particular brand, but for ALL brands, with an increasing number of consumers coming to realize that brand trust needs to be earned and not just blindly accepted. How can Volkswagen expect consumers will eventually trust what they are telling them in the future, especially now with the explosive use of social media? How effective can space advertising be in gaining or regaining and keeping consumer trust for any brand? Because without that trust, the old, tradition brand model may be in danger of crumbling down like a house of cards.
The New Luxury Code is a Code of Respect. If brands follow the New Luxury Code, they will be proud to be New Luxury and have nothing to hide and nothing to be scared of in a world of consumers asking full transparency and a world of media sharing information worldwide.