PHILADELPHIA, PA, August 27, 2013 /24-7PressRelease/
-- Branding is an ongoing process, and as such, smart companies conduct regular brand reviews
to ensure that their messaging efforts are meeting their targeted objectives. Brand reviews can also help companies to isolate instances of particularly bad branding--pitfalls and pratfalls to avoid in their future branding efforts. In that spirit, Brand.com has released a new statement to the press, highlighting some of the worst branding blunders of 2013.
"Companies invest top marketing dollars into establishing themselves as authoritative and respectable entities, but of course, the slightest blunder or miscalculation is all it takes for that hard work to be undone, and those big bucks to be wasted," says Brand.com president Michael Zammuto, in the company's new statement to the press. "That's why Brand.com reviews some of the biggest branding blunders of the year, in the paragraphs that follow. We are not seeking to shame these companies so much as to illuminate some mistakes that other brands might avoid."
Leading the list is Abercrombie & Fitch, the clothing giant that found itself in hot water earlier this year after its CEO, Mike Jeffries, was quoted making some offensive, prejudiced comments. "Brand.com reviews many big branding errors, and this one surely tops the list for 2013--so far, anyway," Zammuto offers. Jeffries was quoted in a widely-read report, indicating that his company was only interested in selling to "thin and beautiful people." Says Zammuto, "Outright saying that your company only wishes to do business with a certain kind of consumer--and insinuating that there is something wrong or undesirable with others--is an epic failure of judgment. To make matters worse, the company was not nearly as forthcoming or contrite in apologizing as it should have been."
Another branding error, highlighted by Brand.com, is the now-infamous case of Paula Deen and her admission of racist remarks. Though many of the celebrity chef's legal woes have been favorably resolved, Zammuto says the Deen team failed in not performing more aggressive damage control. "She had a couple of teary-eyed TV interviews, but by and large, there seemed to be little done to rehabilitate her image, or to remind people of the luster and appeal of the Paula Deen brand," Zammuto explains. "And this is, indeed, a branding issue, not just a personal problem for the chef herself."
one final set of branding blunders for 2013, coming from an unlikely source--LinkedIn. "LinkedIn has long proven an invaluable tool for social networking, but in 2013, it has seemed a bit like the company has lost the plot," Zammuto states. "First, there were allegations that the new LinkedIn mobile app failed to comply with privacy and confidentiality standards. The company addressed these legitimate concerns very haphazardly, too. This has made for an oddly off-point year for LinkedIn."
Brand.com reviews marketing, branding, and reputation management errors made by companies and working professionals from across the world.
Brand.com is the leading platform for online brand-building and reputation management. Founded in 2009, Brand.com reviews the branding needs of companies and individuals from across the world, offering its services to political figures, celebrities, major corporations, small businesses, non-profits, and others. The company is zealous to help its clients portray themselves as brands of prestige and authority. Brand.com is also widely-heralded for its pioneering technologies, and for its heavy investment in research and development.