Copper’s Post

Not all publicity is good publicity. As we head into 2024, there's lots to learn from 2023 publicity fails. Read more below ↓ #pr #brandmanagement #brandmarketing

Are we done talking about 2023 yet? We're officially in 2024 territory now and most of us want to start looking forwards, not backwards. But one last look over our shoulder at the never-to-repeat, cringing hard, "Oh no they didn't" brand failures won't do us any harm. So, what did Bud Light, X, Zara and Target get wrong and how would Buttermilk founder Jamie Ray have avoided boycotts and backlash? Have a quick read here: https://lnkd.in/grc_ttit #brandpartnership #brandfail #influencermarketing #adweek

Dear Brands, Please Do Not Overcommit. Recently, it has been observed on different social media platforms, particularly Facebook and LinkedIn, that local beverage brands and food chains are receiving severe backlash from the general public (mostly consumers). Wonder why? There can be two ways to look at it. The effortless approach is to assume that competitors have hired a team of faceless (aka digital) warriors to degrade the brands, as a large chunk of the market is influenced by religious and cultural emotions in this 'woke' era. On the other hand, the backlash could be a blatant factual response from disgruntled customers. It’s always good to take feedback and improve one’s product or service, right? Yes, easier said than done. When I look around at the promotional videos, taglines, DVCs/TVCs, branding, and color selection of most local cola and fried chicken brands, I feel they are highly influenced by the brands they want to compete against, especially in the context of cancellation and boycott culture. There is no harm in that. But the million-dollar point is this: what you promise, please deliver. If not, at least deliver nothing less. The quality of most products is not even close to what is claimed in their marketing materials, leading to a great gap of dissatisfaction. If this makes sense, start investing in originality. Seriously take feedback and improve whatever you are selling – the client is always right! Right? Take your clients seriously. #Brands #Pakistan #Feedback

New year, new beginnings, right? Not if you're a brand being called out online. In the wake of several high-profile brands being called out on social media last year, I caught up with Retail Week to chat about how brands can survive the cancel culture phenomenon, plus what long-term impact this can have on a brand's health. #socialmedia #cancelculture #retailweek

Building belief starts with insight-driven strategy. That’s why EPiQ, our in-house research department, created Culture Pulse. Capturing consumer perceptions and purchase behaviors related to the latest events and topics, each report delivers the data you need to stay one-step ahead of the curve in today’s rapidly changing world. Take a look at the most recent findings on everything from how consumers’ political beliefs impact their brand preferences, to why brand boycotts happen. Then, request the full report by emailing EPiQ@insights.epandcompany.agency. https://lnkd.in/euneUJxM #creativeagency #consumerinsights #consumerresearch #advertisingstrategies

She’s right because these are few of the headings I saw this week about Brands; 1. Hinge is trying to cure Gen-Z loneliness. 2. CMO of “X Brand” shares next year is all about “purpose”. 3. New Ad from Smirnoff is “we do we”, promoting diversity and inclusion. Even if the Ads are effective, brands are really pushing hard on new taglines. The Tags are being used as “social-proof”. That works well, but the best option is still to use the organic social proof from customers, that’s more trustable than plain statements. What do you think? P.S. Credits to Elle Cordova for her excellent video. #marketinginsights #brandmarketing #marketingmemes #brandstrategy

When I was a brand manager in a big multinational many years ago, I was in the thick of a ‘product recall crisis’ that required us to a) own up to our massive mistake b) take full page adverts out in the national newspapers to apologise to our consumers c) open a customer hotline to address consumer complaints and outrage. Suffice to say, it was my worst, most painful experience as a marketer (and one day I will talk about it in more detail) - but for now, in light of the Zara boycott, I wanted to highlight 2 important lessons: 1) Brand owners have a huge responsibility to their consumers (product quality, marketing with integrity, your social impact). Brands are not ‘frivolous’ and they don’t exist in vacuums. The widespread negative impact brands can have is often most obvious when you fxck up badly. 2) If you make a mistake (and organisations do- because we are made up of people who all stumble on occasion ) - take accountability. Apologise for the hurt that you have caused and do it with clear eyed sincerity. In my painful experience, we took a deep breath, apologised with our whole hearts, we did it quickly, and we faced into the fire. This is how you come back from the brink. This ‘non apology’ from Zara sounds like a 5 year old, arms folded, fuming, and forced to squeeze out a very reluctant “I’m sorry if YOU feel this way” statement. What a shame and what a disappointment. #ResponsibleMarketing #MarketingIntegrity #Leadership #Integrity #BrandImpact #ZaraBoycott

👉 Download the latest YouGov report, ‘Brand boycotters’ to get an analysis of why Danish & Swedish consumers are leaving brands and what drives them to come back: https://okt.to/t1PvN2 #YouGov #brandboycott #consumerinsights