tailieunhanh - May I Have Your Attention, Please phần 9

Có rất nhiều thương hiệu rằng "có một danh tiếng"-một danh tiếng xấu. Họ giống như những đứa trẻ ở trường trung học những người cha mẹ của bạn không muốn bạn đi chơi với. Một số công ty có buzz về họ bởi vì họ đã gây sốc cho thế giới hay làm tổn thương khách hàng hoặc đã gian dối với văn hóa và xã hội. | Getting Results from Your Brand 175 There are many brands that have a reputation a bad reputation. They re like the kids in high school who your parents didn t want you to hang out with. Some companies have the same buzz about them because they have shocked the world or hurt the customer or have been deceitful to the culture and society. Calvin Klein was a company that shocked the world with its advertising campaigns. On billboards television and magazine ads one could see the brand associated with scantily clad models or partially nude children. It certainly got attention. Its corporate spokespeople were whisked onto major news networks to talk about those campaigns and defend their use of nudity to sell clothing. Did it become a better-known brand Yes. Did it create both positive and negative perceptions of its brand Probably. Is this a brand strategy that can be copied and take away from the unique position that Calvin Klein was attempting to create Of course. Tylenol Firestone and Kathie Lee Gifford were companies that acquired more brand awareness at one time by hurting people. It wasn t their intention but it was the result of some of their business operations. These companies had associations with arsenic poor safety performance and the frightening use of child labor. These brand builders had no intention of connecting to these problems that brought them so much attention. Once the spotlight was on them they had to put their valuable time energy focus and money into changing their tarnished brand image. Instead of being able to focus on building their companies they had to focus and maneuver to keep their companies alive. In some cases a company s reaction to bad publicity will help create an even better brand. For instance the way Tylenol put the public s safety first no matter the cost of business made customers believe that it did indeed really care about them and that they could trust it again. Likewise Kathie Lee Gifford put all her effort into .