Social shaming is becoming a bit of a problem for brands. They struggle with the question: how can you stop people from expressing themselves on social media? The answer: you can’t. Clear communication, excellent levels of customer service and a cohort of loyal brand advocates are really the only defence for brands. What is social [...]
The horsemeat scandal isn’t really about food safety, it’s about trust. How can people trust the food that they’re eating? How can the brands involved reassure consumers that they’re taking the issue seriously and doing everything in their power to ensure the safety and quality of their food? Tesco and Waitrose have both promised changes [...]
It costs an impressive $4 million to buy a 30 second Super Bowl ad spot. It’s understandable that brands want to make the most of their investment. The ad has to be memorable, to tap into the zeitgeist, or just be funny. It needs to be talked about in the office, at home and online. [...]
Maybe you have a fantastic creative idea for a campaign, something that reflects your brand ethos, something that will really get fans involved. Great! But first, it’s best to check a few things, such as: is there a danger of the campaign offending too many people, and is the brand under attack from special interest [...]
This month, we look at coffee, planes, shopping and…bum parties?! Would you like corporation tax with that? Starbucks found itself in hot water this November (along with Amazon and Google), after the companies were invited to be grilled by the Public Accounts Committee about their corporation tax payments (or lack thereof). Now, many arguments have [...]
October saw two great examples of what brands should, and should not do when responding to fans on social media. Show some personality or resort to corporate drone mode? Let’s see which tactic has been the most successful. Bodyform: #winning I can’t be the only one who, at some point, has wanted to chuck a [...]
There must have been something in the water this August. Brands near and far were tripping over themselves be accused of sexism. Maybe some witnessed the brief national and social media anger that erupted over the Madhouse trousers back in March. I can just imagine someone chewing on the end of their cigar, thinking “I’ll [...]
