Adweek’s Katie Richards has shared some important lessons for the marketers from the five brand fails from 2018.

Richards says, “While we’d rather not relive any of the events (this year felt like an eternity, huh?), let’s take a moment to examine a few of the biggest brand blunders of the year to figure out what went wrong—and what other companies can learn from their mistakes.

Starbucks

It’s odd for a brand to end up on both our good-deed list and brand blunders list, but that’s the case for Starbucks (which, on the positive side, announced a plan to ditch plastic straws). Perhaps the biggest headline for the brand—and the lowest point for the company this year, came in April when two black men were arrested at a Philadelphia Starbucks after asking to use the bathroom without purchasing anything. The two men were waiting for a business associate to arrive.

Shortly after the events unfolded, social media lit up with tweets, and customers criticized the brand for what happened”.

5 Major Brand Fails of 2018—and What Every Marketer Can Learn From Them

Adweek

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