Posts tagged #crisis

The NFL — A Brand in Turmoil

As a marketing professional, I preach that you must always adhere to and represent the core values of your brand. Stepping left and right of those values will incur not only disconnect, but loss of trust and allegiance. This is FACT – not opinion. And apparently it's a fact the National Football League doesn't SEEM to want embrace at this moment.

[ NOW WATCH THE FOLLOWING VIDEO CLIP FROM ESPN ]

There's no better way to alienate your audience than to introduce a consistent negative perception. Kicking your cash cow is a bad idea regardless of the day.

NO brand can survive an ongoing onslaught of negative perception, no matter how historical and well regarded the brand is. Cracker Barrel, SeaWorld (though this brand was attacked with content edited to an agenda), Abercrombie & Fitch, and the list goes on. The ones that weather the storm are those who take action to live up to their mission. Brands that bend, trying to be everything to everyone, will break and fall victim to their own insecurities.

Fall on your sword. Make it right. Fail fast! You will be forgiven.

That said, we need to put more onus on celebrity-status professionals that even they can be terminated if they don't behave in a manner befitting the brand's core values. No guaranteed money. No 15 appeals. No wrist slap and a PSA. Do not pass "GO" – and you don't get your $200!

Or $20 million, or grossly obscene salary, or ...

Would you maintain your employment if you continued to act in a manner inconsistent with your brand's values and accepted behavior? You know the answer.

In small part, the problem also lies with those that look the other way and don't make their heroes accountable for their actions. I'm a die-hard NFL fan who grew up as a diehard Denver Broncos supporter. But should that team/league continue to missrepresent why I became a fan, I would find fandom elsewhere.

We need to expect more.

Posted on September 19, 2014 and filed under Advertising, Brand, Business.

Talk to Me About Failures & Mistakes

Often speaking to peers, friends and associates in the business, I get questions regarding what they should look for when selecting an agency or service affiliate. Of course this is a double-edged sword because a company only wants to show the best and brightest of their thinking and results. There is no tab on any website that says, "biggest disasters and how we overcame them," but I would damn sure click on it first if it was an option.

Posted on April 3, 2014 and filed under Advertising, Strategy, Process.

A Letter To My U.S. Representative...

Subject: "Budget Crisis" Dear Mrs. Adams, I know that this may fall on deaf ears but in all my political ignorance I've only recently come to understand the breadth of the budget crisis through educated conversations with my spouse. I'm not sure what is being done, but I wanted to express my fear to someone with the power to change.
Posted on July 26, 2011 and filed under Business, Soapbox, Trends.