United Airlines "Customer Service" Fiasco: When Company Branding Gets Publicly Branded

United Airlines "Customer Service" Fiasco: When Company Branding Gets Publicly Branded

“The implication from a brand perspective is that we live in a day and age where we have what I consider citizen journalism, and people with cell and smart phones. That video hit the Internet literally within minutes of the incident happening and went viral, and overnight it had been viewed already 6 million times or more before United ever issued a statement."

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From "Tone-Deaf" to "Textbook": Experts Review the United CEO's First - and Latest - Apology

From "Tone-Deaf" to "Textbook": Experts Review the United CEO's First - and Latest - Apology

"I’ve never seen anything quite as whiplash-y,” said Deb Gabor, the chief executive of brand strategy consultancy Sol Marketing. "It is unfathomable to me that the CEO of a major corporation, especially one that was recognized as 'Communicator of the Year,' was this asleep at the wheel."

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United Airlines CEO Stands By Employees As Brand Strategists Weigh In

United Airlines CEO Stands By Employees As Brand Strategists Weigh In

"While this event didn't go over well with the public, they (United management) did communicate swiftly and openly with employees. Employees are the front line of the brand, and communicating candidly to them is an essential element of building trust and ensuring that stories of the incident don't take on a life of their own among staff. The contents of the (Munoz's) email lack empathy, but do provide a clear and true statement of the facts of the incident."

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The Anti-Segmentation Approach to Developing Brand Love

The Anti-Segmentation Approach to Developing Brand Love

"Segmentation is a fine marketing tactic, but it won’t help build a brand people can wholeheartedly rally behind. In fact, segmentation can even work against a brand by diluting the brand identity. In order to build the type of brand that customers can fall in love with, you must first create a detailed picture of your ideal "unicorn" customer."

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Pepsi Pulls Controversial Kendall Jenner Ad

Pepsi Pulls Controversial Kendall Jenner Ad

"The impact for the Pepsi brand is that many are seeing it as not only insensitive, but completely out of touch with the very consumers with whom the brand is trying to align. I’m concerned that their response — which levied an apology to Jenner for her association with the spot but failed to acknowledge the individuals who have dedicated themselves to these causes — will come across as phony at best. #sorrynotsorry.”

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Kendall Jenner's First Response to Her Pepsi Ad Backlash Was to Scrub Her Social Media

Kendall Jenner's First Response to Her Pepsi Ad Backlash Was to Scrub Her Social Media

"Jenner's complete eradication of backlash about the commercial from her social media presence smacks of a lack of professional maturity and maybe some bad PR advice," Gabor explained. "If she wants to protect her brand, she should take swift action to proactively communicate a sincere apology to her fans and Pepsi customers and share an authentic point of view of how this event went terribly wrong — without throwing Pepsi under the bus."

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Here's One Thing Pepsi Got Right With its Kendall Jenner Ad

Here's One Thing Pepsi Got Right With its Kendall Jenner Ad

"Pepsi’s spot depicted a whitewashed, inauthentic version of the real-life experience of protests, completely glossing over the significance of what brought people to the streets in the first place. In an environment where consumers are placing increasing value on honesty and reality in an effort to deflect the post-truths that have become commonplace, Pepsi missed an opportunity to demonstrate a grounded understanding of what’s really on consumers’ minds today."

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Five Things to Expect at SXSW Interactive 2018 by Deb Gabor

Five Things to Expect at SXSW Interactive 2018 by Deb Gabor

"SXSWi 2017 was a showcase for brand activation, but not the technology and digital media brands you might expect at a conference traditionally attended by trendsetters and tastemakers. This year’s conference featured 360-degree, immersive, interactive brand experiences targeted at everyday consumers, highlighting upcoming TV shows, movies, retailers, apps, gadgets, and consumer products."

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