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Avoiding Brand Transgressions: Key Lessons Learned.
Avoiding Brand Transgressions: Key Lessons Learned.
A brand transgression occurs when a company's actions or statements deviate from its established values, causing harm to its reputation, customer trust, or broader societal well-being. To illustrate the impact of brand transgressions and the strategies for effective response, the Professors cite a few prominent case studies:
Starbucks
Transgression: A Starbucks barista in Philadelphia called the police on two Black customers.
Response: Starbucks swiftly apologized, closed all U.S. stores for training, and implemented changes.
Lessons: The importance of swift apologies, taking responsibility, and investing in diversity and inclusion.
Boeing
Transgression: Two fatal crashes involving Boeing's 737 MAX aircraft.
Response: Boeing faced intense scrutiny, lawsuits, and a decline in reputation.
Lessons: The dangers of prioritizing profit over safety, the importance of transparency, and the need for accountability.
Tylenol
Transgression: A series of poisoning incidents involving Tylenol capsules.
Response: Johnson & Johnson recalled all Tylenol products, offered refunds, and implemented tamper-resistant packaging.
Lessons: The value of prioritizing customer safety, acting swiftly, and demonstrating transparency and empathy.
Principles for Effective Crisis Management
Do the Right Thing: Prioritize ethical behaviour, customer well-being, and societal responsibility.
Act Transparently: Be open and honest about the situation, avoiding deflection or misinformation.
Take Accountability: Acknowledge mistakes, apologize sincerely, and take corrective measures.
Treat Each Life with Dignity: Respect the individuals affected by the transgression.
Put Principle Over Profit: While profit is important, it should not come at the expense of ethical behavior and long-term reputation.
Build an Authentic Brand: Develop a strong brand identity that aligns with your company's values.
Proactive Measures for Prevention
While it's impos
Imagine ordering a burger and suddenly, a 60-piece orchestra starts playing live just for you! 🎶🍔 In 2017, McDonald’s Netherlands launched the Maestro Burger with an epic sensory experience—taking food beyond taste to touch all the senses. #MaestroBurger #ExperientialMarketing #BrandActivation
Is “Dream Crazier” Nike’s Most Impactful Campaign Yet?Nike's "Dream Crazier" campaign, narrated by Serena Williams, celebrated women in sports and challenged stereotypes. Launched during the 2019 Oscars, it sparked global conversations about gender equality. The campaign achieved over 100 million views and won prestigious awards including the Cannes Lions Grand Prix for Film Craft. #Nike #DreamCrazier #SerenaWilliams #DreamCrazy #GenderEquality
A Rare Ad Where McDonald’s Gave it Back .The Great Burger Battle: McDonald's vs. Burger King
Can You Really Taste the Price of Your Wine? Can a Narrative Turn a 5 EUR Cost Into a 500 EUR Price?
Price: The Perfect Blend of Math and Storytelling
In today’s market, the concept of pricing goes beyond simple arithmetic—it’s a delicate blend of numbers and narrative. How consumers perceive the value of a product is not just about the cost of production; it’s equally about the story behind the product. This blog explores how price, intertwined with a compelling narrative, can transform consumer perception and drive purchasing decisions.
Pricing is Not Just Math—It’s a Story
Pricing isn’t only about covering costs and securing profit margins; it’s about the narrative that surrounds your product.For instance, consider a car with a special finish. Whether it’s “Space Black” or “Midnight Black Metallic,” the color might cost the manufacturer an additional 5 EUR, yet consumers are willing to pay 500 or even 1,000 EUR more. The reason? The story behind that colour. It’s not just black—it’s an experience, an emotion, a status symbol.
Takeaway: The price consumers are willing to pay is significantly influenced by the story you tell about your product.
Perceived Value: The Irrelevance of Small Costs in Big Purchases
When purchasing high-ticket items like cars, consumers often overlook minor additional costs. ”In the context of a 70,000 EUR car, an extra 500 EUR for a premium colour seems insignificant. However, in a different context, that same 500 EUR might be considered a significant amount.. This illustrates how the context and narrative surrounding a purchase can make small costs seem trivial, especially when they are tied to an aspirational or luxury story.
Takeaway: Contextual storytelling can make additional costs seem irrelevant, enhancing the perceived value of the overall purchase.
From Cars to Soaps: The Power of Story Across Categories
This principle isn’t just applicable to high-value items like cars—it works ac
Rob It To Get It -Could You Outrun an Olympian for a Free Pair of Sneakers?
Why Are 45% of Girls Quitting Sports by Age 14?#BodyConfidence #Dove #Campaign #SuperBowlAd #LowBodyConfidence #FemaleAthletes #Ogilvy #Nike #YoungGirls #AdCampaign #Empowerment #BrandIdentity #SelfEsteem #BeautyStandards #UnrealisticBeautyIdeals #DoveBodyPositivity #EffectiveAdvertising #DoveMarketing
Is “After-Dinner Dinner” the Solution to Your Fine Dining Frustration? -All Time Best Promotions Series
In a world where gourmet dining often means tiny, beautifully plated bites, McDonald’s has cleverly positioned itself as the hero for anyone left hungry after an expensive, unsatisfying meal. With their campaign, “After-Dinner Dinner,” the fast-food giant plays on the universal frustration of leaving a fancy restaurant still hungry.
This campaign was created by FP7 McCann Dubai for McDonald’s UAE.
Campaign Concept
McDonald’s zeroed in on the all-too-common experience of feeling disappointed by the small portions at upscale restaurants. Their answer? Called “After-Dinner Dinner,” the campaign doesn’t just offer an extra meal; it offers a way to make up for what was missed. By geo-targeting ads near fine dining spots, McDonald’s ensures that those still hungry after their fancy dinner get a timely reminder that a Big Mac is just around the corner.
Convenience, Narrative & Positioning
The genius of the “After-Dinner Dinner” campaign is in how McDonald’s positions itself as the saviour when fancy food falls short. The campaign also takes advantage of McDonald’s late-night hours, making it a convenient choice for anyone still craving more after restaurants have closed.
But it’s not just about convenience; it’s about telling a relatable story. McDonald’s taps into the familiar feeling of spending a lot on a fancy meal, only to leave unsatisfied. The campaign is as much about empathy as it is about food, subtly suggesting that McDonald’s understands what people really want better than those high-end restaurants do.
By turning what could be a disappointing experience into a positive one, McDonald’s not only strengthens its brand loyalty but also draws in new customers—those who value a good, hearty meal without all the fuss. McDonalds isn’t trying to compete with fine dining; instead, it’s positioning itself as the perf
How Did #LikeAGirl Go from Insult to Inspiration?
Karuna Rawal talks about her celebrated “Like a Girl” campaign for Always that aimed to challenge the negative stereotype associated with the phrase “like a girl.” It shifted the brand from a functional product to one that understood and empowered young women.
In the advertising world, few campaigns have resonated as deeply and broadly as the "Like a Girl" campaign. What began as a small, time-pressured project quickly transformed into a cultural phenomenon that redefined how we perceive and use language.
Finding the Strategic Nugget: Confidence and Puberty
As a strategist, Karuna's first step was to delve into the brand’s existing data. The team working on the campaign discovered a crucial insight—the concept of confidence, which plays a pivotal role during puberty when the "Always" brand enters a girl's life.
This discovery became the foundation of the campaign’s strategy. The goal was to shift the perception of the brand from "my mom's brand" to one that truly understands and supports young women.
The Creative Execution: Making 'Like a Girl' a Positive Force
The team knew they didn’t want to alienate or accuse anyone. Instead, they aimed to make people realise their unconscious biases. The phrase "like a girl" had been used in a derogatory manner by both men and women. According to Karuna “We were all guilty of using 'like a girl' in a negative way, women included." The campaign sought to challenge that norm.
The campaign featured young girls sharing what "like a girl" meant to them. For many, it was about embracing their identity and rejecting the notion that doing something "like a girl" was inferior.
One of the most powerful moments in the campaign was when a young boy, after being challenged about his use of the phrase, realised its negative connotation. This moment of awakening was a microcosm of the larger cultural shift the campaign aimed to ignite.
Changing Culture, Not Jus
How Nature’s Fynd Marketed NASA’s Incredible Yellowstone Fungus
Karuna, an entrepreneurial brand builder, shares her journey with Nature’s Fynd, a company that developed a new protein source from a unique fungus discovered in Yellowstone National Park. She discusses the brand’s launch strategy, emphasizing taste, health benefits, and sustainability, while also addressing the challenges of changing consumer habits and the future of the alternative food industry.
1. From Outer Space to Your Plate: The Unlikely Origin of Nature’s Fynd
Nature’s Fynd’s story began with a NASA research project aimed at understanding how life could survive in extreme environments. This research led to the discovery of a remarkable fungus thriving in Yellowstone National Park’s volcanic springs. Unlike traditional protein sources that require significant land and water, this fungus grows rapidly with minimal resources, offering a sustainable solution to the global food crisis.
2. Revolutionizing Protein: A New Frontier in Nutrition
Nature’s Fynd’s fungus can produce protein in just 3 to 4 days, compared to the months or years required by animals and plants. This rapid growth makes it a game-changer in meeting the dietary needs of a growing global population. The protein is also incredibly nutritious, containing 50% protein, 30% fiber, and a variety of vitamins and minerals. Additionally, the fungus thrives in an acidic environment, eliminating the need for antibiotics, pesticides, or hormones, making it a cleaner and healthier protein source.
3. Marketing the Unthinkable: Turning Fungi into Food
One of the biggest challenges Nature’s Fynd faced was convincing consumers to embrace a fungus-based food. The company focused on taste, understanding that no matter how sustainable or healthy a product is, it must taste good to succeed. Nature’s Fynd built its brand around the Explorer archetype, a rare identity in the food industry, which aligned perfectly with their
The Like Trap : Why Immersion Drives Impact & Likability Doesn’t
Dr Paul Zak talks about Improving Advertising Effectiveness Using Immersion
Traditional measures of ad effectiveness, such as self-reported liking, have proven to be unreliable indicators of success. Enter the concept of "immersion" — a neuro-scientific approach that reveals the true power of an ad to engage and influence its audience. While traditional metrics like “likability” may not always correlate with actual ad performance, immersion, which refers to the level of engagement and emotional connection with an ad, is a much stronger predictor of behaviour change.
Why Liking Doesn't Equal Success
Zero Correlation Between Liking and Immersion: Studies have shown that there's no significant correlation between how much people like an ad and how immersive it is.
Real-World Examples: In Super Bowl commercials, some of the highest immersion ads were the least liked. The 2018 Diet Coke Twisted Mango ad, which many found strange, actually led to a significant sales bump for the product.
The Power of Immersion
Freudian Hangover: Traditional psychology suggests we can make the unconscious conscious through certain stimuli. However, the brain doesn't work that way. Most cognitive processes are unconscious, and storytelling engages these unconscious networks effectively.
Energy Efficiency of the Brain: Our brains are always making valuation comparisons to save energy. When an ad makes a significant metabolic investment, the brain takes notice, leading to higher immersion.
Novelty and Creativity: Capturing Attention
The Brain Loves the New: The dopamine system in the brain activates strongly in response to new, unusual, or surprising elements.
15-Second Rule: Advertisers have about 15 seconds to capture the audience's attention with something unique before they need to build an emotional narrative.
Building a Narrative Arc
Sustaining Immersion Through Storytelling: Quick cuts and random scenes mi
Dr. Paul Zak on Journey from Attention to Impact - Immersion Playbook for Customer Transformation
Dr. Paul Zak discusses how neurological immersion can be measured and used to create impactful experiences. He emphasises that immersion, not simply “liking,” is the key to effective communication and persuasion.
Dr. Zak shares his findings on how immersion can be used to create better ads, improve training and education, and even enhance personal well-being. He advocates creating immersive experiences that evoke strong emotions and leave a lasting impact on viewers, rather than relying on traditional advertising methods that focus on conscious perception.
Dr. Paul J. Zak is a Professor of economics, psychology and management at Claremont Graduate University. His newest book is Immersion: The Science of the Extraordinary and Source of Happiness.
Paul is also a four time tech entrepreneur; his current company, Immersion Neuroscience, is a software platform that allows anyone to measure what the brain loves in real-time to improve outcomes in various fields. Immersion has also released an emotional fitness app, Tuesday.
Highlights
Immersion, not “liking,” is the key to effective communication: Dr. Zak explains that people may consciously claim to like something, but their brain’s unconscious response reveals a different story.
Immersive Experiences are Social : Dr Zak explains that extraordinary experiences arise from understanding social value. Positive social interactions create loyalty and enhance overall experience.
Immersive ads lead to sales bumps: Dr. Zak shares examples of ads that were initially disliked but ultimately drove sales due to their high immersion levels. He says ""High immersion ads that are not very likable can still be compelling to your brain." Immersive 'Flavoured Diet Coke' ads in 2018 , were not well liked but led to a significant sales bump.
Place ads during Peak Immersion Moments: Successful advertising should place brand
Master Class on Nutrition Marketing - Case Studies Dr. Reddy's, Kellogg's, and Nestle
The conversation delves into Proshanjit Dey's (PD) experiences with marketing of nutrition at Dr Reddy's, Kellogg's & Nestle.
PD emphasises the importance of understanding the consumer’s cultural context and needs, especially when marketing nutritional products. He shares insights from his experience with Dr. Reddy’s, Kellogg’s, and Nestle, showcasing how a deep understanding of the consumer can lead to successful product launches and brand positioning.
PD highlights the importance of science and evidence-based marketing, particularly when dealing with condition-specific nutritional products. He emphasises how crucial it is to work with doctors and healthcare professionals to ensure the credibility and efficacy of nutritional products for target audiences.
PD believes that mothers are the key drivers in shaping the nutritional choices of children. He underlines the importance of a mother’s role in introducing diverse food flavours early, promoting healthy habits, and combatting the challenges of picky eating.
Finally PD shares his passion for mindfulness and mindful communication. He believes that mindful living can create a more harmonious and authentic existence, highlighting the importance of aligning our words with our actions.
Proshanjit Dey or PD is the Vice President of Marketing (Strategy & Innovation) at Aditya Birla Group, leading corporate strategy and innovation for home segment brands like Ultratech Cement and Hindalco. With over two decades of experience, he has expertise in marketing, sales, branding, digital transformation, and business development.
Proshanjit has successfully launched several products in the nutrition and nutraceuticals space, for companies like Dr Reddy's, Nestle & Kellogg driving growth in India and emerging markets. He co-founded the Global Society for Digital Transformation and is a Lean Six Sigma Black Belt, TEDx speaker, an
How NeuroPricing Hacks Your Brain to Buy and Sell Smarter
Have you ever wondered why some prices just feel "right"? According to Professor Dr. Kai-Markus Mueller there's a whole science behind it, and it's not what you think!
Is Trial and Error a Pricing Nightmare?
Businesses spend countless hours guessing the right price for their products. Neuropricing takes the guesswork out by leveraging the power of neuroscience to understand how consumers perceive value. It bridges the chasm between what consumers say and what they actually buy, providing invaluable insights into setting precise pricing benchmarks.
This translates to:
1. Targeted Pricing: Reach the perfect audience segment willing to pay the most.
2. Feature Optimisation: Identify features that resonate most with your target market.
3. Unconscious Bias Detection: Uncover hidden factors influencing buying decisions.
Beyond Price Perception: Predicting Market Shifts
Neuropricing isn't just about setting the right price today. It can also predict how the market will react to future changes. "Neuropricing doesn't just measure perceived value, but it also predicts how the market will change." Imagine knowing exactly how a price hike will impact sales before you implement it! Here's a real-world example:
PepsiCo Case Study: When PepsiCo pondered raising chip prices in Turkey, Neuropricing predicted a 9% revenue loss, compared to a much higher 33% predicted by traditional methods. The actual loss? A remarkable 7%, much closer to the brain scan's prediction.
B2B Applications: Beyond Consumer Products
Don't think neuropricing is just for physical goods! Businesses of all sizes can leverage this approach. Take this example:
Insurance Pricing Challenge: A financial services firm wanted to raise insurance premiums above €100. While consumer brain scans indicated a price increase was possible, salesperson perception limited the actual increase. This highlights the internal biases that can skew pricing decis
