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Case studies of erroneous brand messages

Since social networks have existed and, above all, since brands have used them as part of their marketing strategy, consumer complaints have a broader scope.

What was previously a practically internal issue for the brand with a dissatisfied consumer, today is “trending topic” and they can generate a true reputational tsunami if they are not managed correctly. In these cases, the messages that brands transmit to their customers are often erroneous and easy to avoid.

Crisis management plan

As we have already commented in previous posts, it is vital to have a crisis management plan in our marketing department to help us when dealing with all types of situations, effectively and quickly. Because one of the most common errors (and also easiest to solve) is the lack of quick response for de side of the company.

With this we do not mean that we have to provide a quick solution to the problem that a consumer poses to us. Most of the time we must consult with the responsible department to know what solution we can give to a dissatisfied customer or to know what the problem has been and what solution it has.

What we mean is that many of the reputational crises that have occurred and occur daily would have been avoided if the consumer had simply received a quick response from the brand showing that their complaint had been taken into account and due attention would be given to it. It's just that. Easy right? Well it seems not.

Recognize mistakes

Another of the big mistakes when facing a crisis on social networks is not recognizing a mistake (pardon the redundancy) when it occurs. Nobody is perfect and this fact is much easier for an upset consumer to accept than a lack of recognition from the company.

Assume an error or failure and remedy it It is much better than “castling” and trying to pretend that nothing has happened. This attitude angers consumers and increases a problem that, once again, could have been solved.

case studies of erroneous brand messages

Most notable cases of reputational crisis

The sector most exposed to consumer scrutiny is undoubtedly food, given its relevance to public health. In fact, one of the first most famous cases reputational crisis on social networks was carried out by a well-known chocolate brand. 

Due to the use of palm oil in its products, the company suffered a smear campaign by an environmental association that accused him that the use of this type of oil greatly harms the ecosystem of certain species.

The chocolate brand's mistake was trying to prevent the environmentalists' message from spreading instead of trying to establish lines of dialogue with them. This response would have made consumers see that they were concerned about such a serious incident and that they would try to remedy it.

As a result of all this, they suffered a barrage of criticism on social networks and, over time, they had no choice but to recognize their mistake and correct it. 

Situations like these occur daily as we have already explained and are not going to stop occurring. It is in our hand, as communication and marketing experts that they do not reach more. With the Master in Financial Management You will acquire the skills most in demand by companies in the sector.

As we have already seen, it is essential to be alert, be cautious, quick with the response and, if necessary, recognize our errors and correct them. Nothing less than the image of a brand It depends on it and it takes a long time and costs a lot of money to get it. Let's take care of her.

General Secretary at FECE

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