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Nestle is a big brand and in 2011, they did something which they shouldn’t have done.
Someone or some users were using revised or alternate version of their logo and Nestle took to their social media Facebook page to retaliate. It’s not wrong to protect company interests and keep track of copyright infringement but it’s “how you do it” that matters. See the image below:
The way Nestle representative behaved is a death knell on branding. Brand positioning matters. The fact that this issue is being written about even after 2 years should highlight the importance of brand positioning. One wrong move, many things can fall apart. Even if its mended, the stain is always there.
Let’s see a recent case.
With Nestle, the issue went ballistic in social media. But what do you say when a fast food giant like KFC slips in food quality control?
In a recent report, a teenager went to eat in KFC and when he bit into the luscious chicken meal, he just stared in horror because it was apparently chicken brain or chicken liver. To me, it looked like maggot-filled chicken.
I won’t post that repulsive picture here so head over to the Mashable news link and see for yourself.
Brands like KFC spends millions of dollars every year in brand positioning through advertisements. The quick response from a teenager (he took the photo before reporting) undid all the millions of dollars in investment.
Branding is a serious concern for all kinds of business owners. Gone are those days when things like this could be kept under wraps. In the age of global connectivity, a small news bite reaches far and wide.
Thus, it is very important to take note of how you’re positioning your business. I agree that mistakes do happen but there should a matured way to deal with it, not like Nestle did. In the case of KFC, serving fast food is their core business value, playing with its quality control is a big no-no.
These kind of things have a long memory value for customers.
In June 2012, a blog owner replied back asking for $500 to post my guest post and $100 each for links. I declined the offer. But, the point is, this is an incident which is still on my mind even after so many months and in spite that blog being very good, they lost a potential subscriber / buyer. Check out my blog post on this incident.
Product buyers, subscriber are not fools.
When you’re a brand, you’re always on the spotlight. Each action of yours is under microscopic lens.
Why spoil it with stupid mistakes…right?
Chitraparna Sinha is the founder of Esmee Network, a company that offers digital marketing solutions to business owners through creatively engaging content development and marketing services across multiple verticals to improve branding and business revenue. She has been writing weekly columns on BloggingTips since early 2012.