Even Brands Have To Own It When They Are Wrong
Whether you are a mid-sized business or a big celebrity, when you screw-up you will likely issue an apology. However, apologies from brands doing bad things is so common these days it is hard to take them seriously with their boilerplate wording and false humility. But done well and earnestly they still can be powerful and brand healing.
In This Video
I talk with venture capitalist and author Andy Smith, who along with his partner Jennifer Aaker, studied brands and how they fared when saying they’re sorry, and how to align your customer’s brand expectations to make what you say meaningful.
Interviewed: Andy Smith, @kabbenbock
Co-Author of The Dragonfly Effect, and a Principal at Vonavona Ventures
About The Author
Steve Farnsworth is a consultant that funded start-ups and mid-sized to large B2B tech companies hire to create and implement content marketing, inbound marketing, and social media programs. These programs are strategically designed to generates product demand, increase a company’s online/digital brand, and build passionate customer loyalty. With over 14 years as a senior marketing executive, he integrates new digital strategies into company’s marketing mix that effectively grow sales. You can find Steve on Twitter as @Steveology.This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don’t necessarily represent IBM’s positions, strategies or opinions.