"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."
“Today’s reality is that every United employee is under a microscope with every move they make. People with mobile phone cameras are everywhere and within seconds, every bad decision can be documented and shared.”
"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."
"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."
"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."
"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.”
"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."
"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."
"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."
"Branding is so much more than just a logo and a color scheme. Branding is the sum-total of all of your relationships, emotional connections, and promises you make to your customers. Branding happens in 360 degrees and at all touch points. Your customers define your brand, but you own it."