It has long been true that change happens most, maybe only, under duress.  High cholesterol eliminates hamburgers, a speeding ticket leads to slower, safer driving and a plummeting share price becomes a problem to be solved by a new CEO.  In this way, the lack of change is to be lauded.

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A snappy bumper sticker can help move a product, a candidate or an idea.  Better is a track record of delivering on the promise of the phrase.  Best is when every action of a company is aligned behind it.  Toyota has long stood as a leading example of the best.  Look no further than this from the LA Times:

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The massive Toyota vehicle recall has been described as both a savage hit to the company’s reputation and bottom line.  It has also pointed out the fact that not all context is the same.

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As reported in the May 2009 issue of the digital marketing magazine, OMMA, another brand has discovered that it is not about them, but about us. The story is about Scotts Miracle-Gro, a company of many brands and, until recently, many web destinations.

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