{"id":1654,"date":"2017-06-02T21:29:07","date_gmt":"2017-06-02T21:29:07","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=1654"},"modified":"2020-07-24T20:50:59","modified_gmt":"2020-07-24T20:50:59","slug":"avoiding-the-brand-face-plant","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/avoiding-the-brand-face-plant\/","title":{"rendered":"Avoiding the Brand Face-Plant"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>McDonald\u2019s and Skittles are the latest to pull high profile ads after swift and decisive consumer objections. Skittle\u2019s sin was venial, ratcheting up the gross factor one notch too high, while McDonald\u2019s sin was, well, mortal \u2013 using\/abusing a bereaved child with absolutely <em>none <\/em>of his dead father\u2019s virtues, apparently, except his affinity for fish sticks, which \u2013 <em>Hallelujah!<\/em> \u2013 make up for his loss and personal shortcomings\u2026<\/p>\n<p>&nbsp;<\/p>\n<p>With fresh and compelling content expected daily, hourly, minutely, it\u2019s understandable that every branding nugget can\u2019t be gold, and a few, including those featuring 30-year-old umbilical chords, may produce a viral gag reflex. However that force of accountability, if used proactively, can reduce brand misses and increase hits.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_1656\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1656\" class=\"size-large wp-image-1656\" src=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/Skittles_MothersDayCommercial17-1024x683.jpg\" alt=\"Skittles Brand Face-Plant\" width=\"1024\" height=\"683\" srcset=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/Skittles_MothersDayCommercial17-1024x683.jpg 1024w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/Skittles_MothersDayCommercial17-300x200.jpg 300w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/Skittles_MothersDayCommercial17-768x512.jpg 768w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/Skittles_MothersDayCommercial17.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-1656\" class=\"wp-caption-text\">Skittles Brand Face-Plant<\/p><\/div>\n<p>&nbsp;<\/p>\n<p>Brands need to develop innovative and more effective methods of test-flying their campaigns. Take the Skittle\u2019s faux pas, for example. If they\u2019d found an organic, low-stakes way of floating the Mother\u2019s Day conceit (a cartoon, a joke, anything), they might have (probably would have) received an informative, lackluster response, maybe even a few green-faced emojis.<\/p>\n<p>Given the breadth of a major brand\u2019s marketing initiatives, and the infrequency of delete-worthy campaigns, such protective measures may seem overly cautious \u2013 difficult to implement and potentially cost ineffective. That\u2019s a dangerous bet. Because even if big brands have the money to burn, <em>none <\/em>have the brand equity to burn.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_1657\" style=\"width: 970px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1657\" class=\"size-full wp-image-1657\" src=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540.jpg\" alt=\"McDonald's Brand Face-Plant\" width=\"960\" height=\"540\" srcset=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540.jpg 960w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540-300x169.jpg 300w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540-768x432.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><p id=\"caption-attachment-1657\" class=\"wp-caption-text\">McDonald&#8217;s Brand Face-Plant<\/p><\/div>\n<p>&nbsp;<\/p>\n<p>And when mistake<em> is<\/em> made, brands need to humble themselves, to get on their hands and knees and clean up the mess, because nothing\u2019s getting swept under the rug these days, not with millions of followers holding it up at every moment. McDonald\u2019s initially resisted public sentiment, compounding their insensitivity before finally face-planting with a corporate mea culpa. Skittles, on the other hand, landed on its feet with a quick, charming <em>whoops!<\/em><\/p>\n<table>\n<tbody>\n<tr>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; McDonald\u2019s and Skittles are the latest to pull high profile ads after swift and decisive consumer objections. Skittle\u2019s sin was venial, ratcheting up the gross factor one notch&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1657,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[40,38,62],"tags":[],"class_list":["post-1654","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marketing","category-miscellaneous"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540.jpg",960,540,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540-150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540-300x169.jpg",300,169,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540-768x432.jpg",768,432,true],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540.jpg",960,540,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540.jpg",960,540,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2017\/06\/dead-dad-ad-960x540.jpg",960,540,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":13579,"uagb_excerpt":"&nbsp; &nbsp; McDonald\u2019s and Skittles are the latest to pull high profile ads after swift and decisive consumer objections. Skittle\u2019s sin was venial, ratcheting up the gross factor one notch...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1654","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=1654"}],"version-history":[{"count":4,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1654\/revisions"}],"predecessor-version":[{"id":2707,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1654\/revisions\/2707"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/1657"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=1654"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=1654"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=1654"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}