Comments on: When Brand Association Goes Wrong

By: Interactivat » Blog Archive » Cuando las marcas: “GONE BAD”

Mon, 22 Feb 2010 14:54:49 +0000

[...] Les dejo un post muy interesante con algunos ejemplos. http://www.trulydeeply.com.au/madly/2009/08/23/when-brand-association-goes-wrong/ [...]

By: david

david — Mon, 22 Feb 2010 06:12:58 +0000

Marcus, Thanks, that blog of yours is well worth the read. It’s a good point you make about the brand association of the TV programming and even other ads when using that medium for advertising.
Phew, I struggle to believe any client – these days more than ever – would invest even 10% of that budget without doing the due diligence on current thinking for global brand roll-out. One size fits all will reach many eyeballs, but at best it will not have relevance and at worst it has the potential to offend.

By: Marcus Osborne

Marcus Osborne — Wed, 17 Feb 2010 14:13:24 +0000

Great point well made. I wrote about this issue here http://brandconsultantasia.wordpress.com/2009/10/28/negative-brand-association/

One site that I read on a regular basis is http://news.bbc.co.uk/

If I have time, I’ll watch the news reports and a lot of the time, controversial, violent, criminal etc stories are preceded by commercials for financial institutions selling, trust (that’s funny), integrity (I’m not making this up), value and so on. If they made any impact on me, and I seriously doubt it, that impact is definately diluted or eradicated by the stories that follow.

But there is also a bigger issue at stake here and that is the concept of the global buy. I have one client who is about to spend US$20 million on such a unmeasurable, dated, one-size-fits-all mass economy tactic that has no place in any organisations brand building in the 21st century.

It may reach many eyeballs and create awareness but for how long and so what.

By: david

david — Sat, 29 Aug 2009 01:58:18 +0000

Dom, Brand perception can be a slippery thing – the more we think about it consciously, the more how we feel about it becomes clouded. When making these subconscious decisions about brand each day, it is more often our heart and how we feel that drives the outcome than our mind.

By: Dom

Dom — Sat, 29 Aug 2009 01:33:27 +0000

John, that pic of the Toyota is pretty full on! Re your question Dave, personally it doesn’t impact my perception of the brand at all but I’m sure there would certainly be people who would not be rushing out to purchase a Toyota.

By: david

david — Fri, 28 Aug 2009 02:06:38 +0000

Tim, yep, these new social media channels are feeding info fast, especially it seems when a brand is being hammered. If it’s amusing, then it even goes up another notch.
Have you seen any examples like these?

By: tim

tim — Fri, 28 Aug 2009 01:29:58 +0000

Great stuff David. Brand association could be an unexpected problem for brands these days – especially with youtube, facebook,twitter and flickr feeding the masses.

By: david

david — Wed, 26 Aug 2009 00:15:27 +0000

John, that’s a ripper. Toyota suffering the dark side of being an international brand. Even as a brander I find it somehow comforting that life still holds the upper hand. How much do you think this sort of coverage impacts the public’s brand perceptions?

By: John

John — Tue, 25 Aug 2009 00:24:32 +0000

Loved the article. Interesting juxtaposition between brand and life. I found this in the paper this morning. Not great for a certain car company.

http://i201.photobucket.com/albums/aa110/dougledougle/hilux077-1.jpg