When brands appear in mainstream media associated with an individual or an event, it can take the brand into new territory they’d never anticipated.
I’ve never agreed with the old adage; ‘there’s no such thing as bad publicity.’ All brand expressions have the potential to enhance or detract from a brand’s reputation. The higher the profile of the brand expression, the more powerful its ability to have a positive or negative impact.
When the mainstream media captures events, sometimes brands are unintentionally caught-up at the same time by association with the people involved in those events. Brand owners themselves have no control over either the situation or the association it creates with their valuable brands.
During the recent unrest in Iran, the Adidas brand got caught-up in the violence when this image was published all-around the globe. And recently, Melbourne crime matriarch; Judy Moran sported Dolce & Gabbana shades on the front pages of the national press as she was arrested for being an accessory to the murder of her brother-in-law Desmond Tuppence Moran
When brands become ‘iconic’, they begin to pervade our lives to such an extent that it’ only a matter of time until they appear in the mass-media in an association that’s not to their making. Whilst they are powerless to influence this manner of brand association, the way brand owners choose to manage negative associations is entirely within their control .