Tag Archives: toshiba

Toshiba: The Cacophony of Consensus

Asian companies often pride themselves on a non-confrontational, consensus building management style. Here is proof that consensus can create cacophony for consumers (and not much for the bottomline). Toshiba makes fine laptops. However their communication singularly and consistently  fails to land a  big singular point.

The example shown above (with my comments against the white background) is just one of the many from their hall of fame, which keep gracing global weeklies. Fine footprints of at least five departments (marked in blue text) can be seen on this work of art.

I can almost hear the “eager to get promoted” marketing manager ask the boss: “Sato San, What would you like to add to this ad ?”.

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