Seeing Naomi sitting in her little ‘high fashion’ bubble at the Hague a couple of weeks ago and reading this – quite absurd – claim from her PR (http://bit.ly/cSEWTe) got me thinking about what happens when people – and brands – become separated from what they do best (in Naomi’s case, throwing stuff about).
For brands, as with people like Naomi and her PRs, this frequently leads to misinterpretation, ridicule and reputational breakdown. Marketing is littered with examples of brands flopping around like fishes out of water, gasping for more familiar air. Whether it’s Habitat entering the Iran Elections on Twitter (http://bit.ly/hxmnO), Dr Pepper exploring Brazilian porn (http://bit.ly/cRv66d), Louis Vuitton doing its bit for genocide (http://bit.ly/5dRUq) or Nestlé (allegedly) killing monkeys (http://bit.ly/9fg6I2), brands who try to operate outside their comfort zone often come a-cropper.
Ultimately, it’s about understanding the environment you’re in and adjusting your language, message and behaviour accordingly (the ABC of social etiquette). Habitat needed to better understand ‘twittiquette’. Dr Pepper needed to understand Facebook’s dirty mind. LV and Nestlé should know that responding in legalese is the best way to put a charity’s back up. And Naomi should know that talking about ‘inconvenience’ in the context of a genocide trial is hardly a wise move.
When brands get it right (usually thanks to some rigorous planning or at least taking a step back and having a proper think), the benefits can far outstrip the potential risks. Jimmy Choo (http://bit.ly/9pgsuy) and Debenhams’ (http://bit.ly/bLRnR) forays into new technology were exponential successes, for example. From IAMS Pet Insurance and Mars ice cream to Caterpillar shoes and watches and BMW espresso machines, those that succeed are those who have a good sense of their place in the world and a solid understanding of what they can offer by extending themselves.
Those that don’t face likely ridicule and reputational damage. Next time, Naomi, be better prepared. And drop (kick) your PRs.
No comments:
Post a Comment