2014 Eight brand Disasters

What lessons can entrepreneurs learn from the brand mistakes of big companies?

There are a lot of brand error events this year, and this article contains eight. In my eyes, these errors are not only catastrophic, but also avoidable.

1. Wal-Mart

As the largest retailer in the United States, Wal-Mart naturally wants to offer its customers a wide variety of products. However, when the "Fat Girl Costume" appeared on Wal-Mart's Halloween promotional page, the category seemed too broad. Although Wal-Mart immediately changed the page and apologized to the public, brand damage has been formed.

Lesson: Don't offend your main customer base.

2. The Red Cross

The Red Cross has a history of more than 130 years and has a high degree of brand recognition all over the world. But in October 2014, it was reported that in a catastrophe like Hurricane Sandy, the Red Cross had spent more money on maintaining public relations than on disaster relief itself.

Lesson: Don't replace the product with the brand.

3. Ta-ji Co.

Many boys like action movie characters, especially those fictional characters as an example. It may be harmless to worship Batman and Catwoman, but it seems not a good idea for brands to put drug lords and drug traffickers in the category of "Toys".

Lesson: Match the product to the customer base.

4. American Airlines

The automatic response of American Airlines to the complaint message is "We welcome your feedback ..." which also contains pornographic images, which will not help maintain the company's brand image. The offending tweet was not noticed by the company until it was forwarded hundreds of times.

Lesson: Don't let interns ruin your social media marketing.

5. Renault USA

For decades, the tobacco industry has claimed that smoking is a personal choice for consumers. But the tobacco company's claim is contradictory when tobacco giant Renault's headquarters bans pipes, cigars and cigarettes. Fortunately, for those already addicted to tobacco, they are still allowed to use chewing tobacco. (Amount of ...)

Lesson: When conducting brand marketing, smoking should be allowed.

6. American supermarket chain shopping basket

The board of the supermarket chain has laid off staff and sacked Arthur T. Demoulas, the beloved chief executive. They did not expect massive strikes and consumer boycotts to follow. After losing millions of of billions of dollars, the board made concessions, handing the company's control back to the sacked chief executive.

Lesson: Ultimately, employees define your brand.

7. Anglo Apparel

Although the company's chief executive, Dov Charney, has been known for years for advertising and risk-taking, it may not be a good idea to launch an advertising campaign for NSFW theme photos. Meanwhile, the company's board is considering whether to fire him. (they really did.) )

Lesson: When the scandal is brewing, do not engage in branding activities.

8. Malaysia Airlines

When there are two aviation accidents in one months, it is time to consider how to repair the brand image. However, the airline has launched a "bucket list" advertising campaign that allows people to write about where they want to go before they die. I don't know what you think, anyway, I want to see the interior of the airport terminal before I die.

Lesson: When the brand needs to be repaired, don't let him get the arrow in his knee.