“First, you admit wrongdoing and take responsibility for your actions and take accountability for them.”
"Your brand can’t exist without its customers, and that’s where this friction comes from: a company must weigh the impact of a decision on customers, investors, employees and the corporation."
"When a company creates compensation programs without obvious ties to the company’s strategic objectives, it creates friction against the company’s brand. United created a system that rewards randomness rather than consistency."
"Sitting back and letting others share their ideas, strategies and responsibility for executing lets creativity flourish and empowers other people to grow as leaders themselves."
"What clients get from us that they can’t get anywhere else is a plain-talking, straight-shooting, no-bull approach to branding that pushes them to achieve things they otherwise couldn’t."
"If United wants to solidify its reputation as the “most caring airline in a highly-competitive industry,” they need to look at that vision as a promise to customers, employees, and even investors"
"A brand is a magnet that draws people together to share the beliefs behind the brand,"
“There is always a financial risk of alienating part of your audience, but that’s a short-term risk,”
“It is OK to be sexy. What is not OK is to suggest even unintentionally that this is a place where you can behave badly and not have repercussions,’’
"It is okay to be sexy. What is not okay is to suggest even unintentionally that this is a place where you can behave badly and not have repercussions"
“The company will have to double down on the values the name implies — luxury and once in a lifetime experiences — and distance themselves from Wynn the person”
“Brand strategies like this highlight the magic of Tesla's 'no-marketing' marketing strategy that's propelled them to brand leadership without investing significant dollars in advertising.”
"Last year we saw a lot of political activism within the commercials as advertisers wanted to show that they stood up for causes that they believe in,” she says. “But there wasn’t much of that this year..."
"When brands choose to politicize their presence in advertising, they need to do so in a thoughtful and authentic way, or risk alienating big portions of their audience."
“How you use the season,” she says, “is not only about how you get in the black, but how you bond with customers over the long term."
“What you buy is part of what you’re telling the world, a part of your concept. You have a story you’re trying to tell. Your job as a B2B marketer is to make your customer the hero in order for him to vote with his heart, mind and wallet.”
"From what I can see, the spokespeople at P&G have been managing their own communication around this brand crisis in an effective way. They are being truthful, thoughtful, and consistent."
"This event will teach us everything we need to know about making a brand disaster even worse. Swift, thoughtful, empathetic communication is the key to weathering a brand crisis. In United’s case, every step was a misstep."
"Companies do have to consider liability when making apology statements, the experts said, but Munoz's first tone-deaf statement looked like "140 characters written by 30 lawyers," Gabor said."
“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."