[Column] The Secret Behind Chairman Toyoda's Top Executive Marketing

"I love you!"

Akio Toyoda, Chairman of Toyota Motor Corporation, said this first when he met with domestic reporters on the 24th of last month. At 68 years old this year, he unhesitatingly raised both arms above his head to form a heart shape and smiled broadly.

He is known as a CEO who actively communicates with the public. On that day, dressed in a racing uniform, Chairman Toyoda was seen enjoying the World Rally Championship (WRC) event held in Toyota City, Japan, blending in with the crowd. He minimized his entourage to one or two people and readily agreed to requests from the public to take photos together.

There are several qualities that make a respected business leader: expertise in their field, a sense of responsibility for all successes and failures as the head of the company, and dedication to the nation and local communities. When these three roles are effectively conveyed to the public, CEO marketing succeeds.

The way an image is presented must also be sophisticated. One-sided, populist cosplay for communication with the public can rather provoke resentment. From a single photo or phrase shared on social media to appropriate attire for the place and time, down to small accessories, attention must be paid.

There is an item that well represents Chairman Toyoda’s usual character. Anyone who has spoken with him briefly receives a small sticker from his aides, featuring caricatures of Chairman Toyoda and his pet dog. It is said that four versions are prepared depending on the meeting place and the nature of the event. Even if one receives the chairman’s business card, the information gained is limited. Instead of handing out stiff business cards, he uses stickers that reflect his personality well.

Sticker that Chairman Akio Toyoda hands out instead of a business card. Provided by the Toyota joint press corps.

Additionally, Chairman Toyoda emphasized his expertise by leveraging motorsports as a strength. He actively exposed videos and stories of his motorsports participation on social media, building an image as a CEO with expertise in automobile driving and engineering. The Toyota chairman created another persona called ‘morizo’ and is active as a current motorsports competitor. In the lobby of the Shimoyama Toyota Technical Center visited by the reporter, the rally car that ‘morizo’ drove and overturned was displayed as is. The spiderweb-like cracks on the windshield showed the urgency of the situation at the time, and a Japanese-style talisman wishing for safe driving was attached under the driver’s seat.

The rollover accident occurred just one year ago during a test drive at the Shimoyama Technical Center. Toyota uploaded a video on its global official YouTube channel showing the entire process from the overturn to escape by Chairman Toyoda. Rather than covering up the accident or mistake of the group’s head, the intention was to convey his sincerity as someone who ‘loves cars’ by openly sharing the entire process with the public.

On the other hand, despite Korea being a country that created a unique system called ‘chaebol’ during its rapid economic growth, CEO marketing is still done in a haphazard manner. While it is good to share everyday life to emphasize a humble and friendly image, the lack of demonstrated expertise is regrettable. When individuals disclose their personal social media, political statements or personal matters can circulate, sometimes becoming a risk to the company. It is time for Korean companies to take a calculated and systematic approach to PI (president identity) marketing.