Archived entries for Brand Communications
when they defended a social media backlash
Thanks Laurel Papworth for this insightful blog & article in the Australian which inspired this blog.
Myer received a thrashing on social media in early May over the CEO’s negative comments regarding the introduction of the NDIS (National Disability Insurance Scheme) to better fund services for those in the community with disabilities. Bernie Brooks believed that it would impact discretionary spending, which would be bad for Myer’s business / profits. The reason the backlash was so strong was that it struck a nerve – it pitted commercial imperatives (profits, market share, discretionary spend) with a general feeling in the community that yes, we can do this to support others in the community who are doing it tough. It made Myer seem terribly out of touch, lacking in empathy and generosity. From a brand point of view, this was incredibly poor brand and media management.
Start with customer questions.
We’ve worked with many companies over the past five years to implement effective content marketing strategies – the biggest barrier to implementing this powerful marketing strategy is often something like – oh yes, but I haven’t got time for creating all that content. The truth is you’re creating content in your business every day – every time you answer a customer’s question, respond to an email enquiry, put together a proposal or quote you are drawing on your knowledge of your industry and what works best for a customer in a specific situation.
How ‘help’ and ‘need’ can become the four letter words
Working with many clients who are experts in leadership, change, organisational culture and transformation, I’ve noticed that often their positioning, on the web, in promotional pieces, in advertising and proposal writing includes the words HELP or NEED.