How Zuckerberg Has Undermined Trust In The Facebook Brand
In 2018 Mark Zuckerberg showed the world how a steady stream of blunders and insensitivity to consumers’ concerns over privacy and fake news has tragically damaged trust in the Facebook brand. The Facebook founder and CEO essentially traded a core value, privacy, for profits. His performance last year provides a classic case study for all companies on how to manage brand risk, or at least what not to do. Facebook’s new mission statement says it seeks “to give people the power to build community and bring the world closer together”. A brand is basically a promise designed to create a...
Read MoreThree Trends That Spell New Opportunities To Re-Brand Cities
The internet has been a catalyst for so many changes in our values, economics, lifestyles and even geographic living preferences. Millennials, the first true internet generation, have initiated many of these changes. Their digital competency and social impact have fueled three key trends that can lead to new branding opportunities for progressive cities around the world that are eager to adapt new innovations: Millennials’ Preference for Urban Living – their passion for experiencing new events, their keen interest in entrepreneurial businesses, and their relentless search for better...
Read MoreWhy Millennials Value Experiences, Not Stuff
There is no question that Millennials or Generation Y consumers (born between 1980 and 2000) are an unusual breed, with very different values, buying habits and attitudes that confound older generations. However, the most noteworthy trend is their decreased desire to own things or buy them through traditional channels. Instead Millennials are obsessed with having a memorable experience, which will have a reverberating impact on positioning brands in the future. They are just not buying stuff like other generations. The obvious winners of this significant trend are industries like events,...
Read MoreThe Growing Risks to Brand Reputation Could Become a “Game-Changer”
We are seeing it everywhere today – social activism and the misconduct of celebrities, CEO’s or politicians which provoke both shock and anger among their constituents. It could be sexual harassment, outlandish and incredible accusations, or any kind of behavior that is unexpected and inconsistent with their personal brand image. We have witnessed this with Weinstein, Elon Musk from Tesla and several congress people recently. In every case, their misconduct has negatively impacted their personal brand reputation and even their associated organization. The growing risk from a tarnished...
Read MoreA Branding Perspective – Why Nike Supports Kaepernick
The announcement that Nike is now using Colin Kaepernick, one of the most divisive American athletes in our time, to promote its brand was stunning, and guaranteed to further polarize a very partisan society. Most major companies steer away from stances that will surely anger so many constituents. Then why did Nike introduce such a controversial figure in its new “Just Do It” campaign? I’m not taking a position on whether this was right or wrong, but Nike’s action does represent an interesting case study on the strategic thinking for sustaining a proven and successful brand image. A...
Read More
