Greg Petro, chief executive of First Insight, highlights examples where brands have misjudged the mood and harmed their reputation.
Testing advertising and marketing messaging seems like it would be standard operating procedure in today’s polarised world. Dodging negative consumer sentiment should be one of the top responsibilities of CEOs and CMOs, knowing how easily a brand’s reputation can be destroyed.
First Insight has seen debacles by major brands in the past few years that could have been easily averted with some quick, simple and anonymous testing.
A few that come to mind: Dolce & Gabbana’s social media content promoting a fashion show in China, Tiffany’s ‘Not Your Mother’s Tiffany’ campaign, and more recently Coach for slashing and dumping merchandise, and Minnetonka for cultural appropriation.