When branding goes bad: the art of capitalising on a crisis
Quick-thinking and bold branding can really set a company apart when times are tough, and convincing consumers to part with their money is tougher.
Yesterday, our founder and Managing Director, Caleb, reflected on this in his opinion piece with The Post, where he looked at recent examples of branding success, as well as those that missed the mark.
A sneak peek of the successes – German company, Böcker, created a humorous ad campaign in response to its stolen cherry picker being used in the Louvre heist, while Nike capitalised on the recent running craze with relatable slogans for their Chicago Marathon campaign.
On the other hand, closer to home, KFC‘s ‘hacker’ ad received a record number of complaints in New Zealand. Directly contradicting its family-friendly image, we can’t say we’re surprised.
“While great branding marketing is very hard to pin down, what I know is this: like taste, money doesn’t buy smart, creative thinking. Companies should always apply the common sense test to their next campaign idea outside of the creative department. Like a joke, if it’s bad, it’s pretty obvious. If it’s good, it’s also obvious.”
– Caleb Hulme-Moir
Read the opinion piece in The Post here: When branding goes bad and the art of capitalising on a crisis
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