Three modern marketing principles
Forbes contributor Jim Nail has shared three modern marketing principles that can help marketers and their organizations come out of the brand crisis.
Nail says, “In contrast to Mark Twain’s observation that lies can get halfway around the world before the truth gets its boots on, in today’s environment, the truth gets all the way around the world before the spin gets its boots on.
With half of the Fortune 100 companies being hit with a crisis in the past three years, and more in the headlines every day, companies need to infuse their crisis communications plan with the rules of modern marketing:
- Be human: Corporate speak is out. Carefully worded statements that avoid saying much of anything to limit legal exposure only enrage today’s consumers more. First you must show you understand how consumers feel, as Starbucks CEO Kevin Johnson did in his post that called the racial bias incident in their Philadelphia store “a reprehensible outcome” and that “you can and should expect more from us””.
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