Archives for December 2016

Be Ready

“Be ready,” is the lesson marketing executives must now take, according to a recent New York Times article, “Planning for Unexpected Criticism by Trump.” Crisis consultant Andrew D. Gilman, who has counseled such brands as Johnson & Johnson, General Motors and Pepsi during crises advises “prepare for Mr. Trump as you would for a natural disaster — an event that is highly unpredictable but poses a big risk if it happens.”

Photo Courtesy of: bceforensics.com

Photo Courtesy of: BCEforensics.com

Mr. Trump’s trigger-finger tweeting is prompting some brands to preemptively draft informal contingency plans, and others, like H&R Block, to spend money shoring up their reputations. One contingency is to line up a third-party spokesman who can help if the brand’s image is dinged. That is essentially what H&R Block did in signing Jon Hamm, the “Mad Men” star and an H&R Block customer for years.

“The fit between H&R Block and myself,”  Mr. Hamm commented, “seemed copacetic and natural. And the tone of the creative was clever and outside the box for something as humdrum as taxes.” Even before the election, Mr. Trump offered to “put H&R Block out of business” with his plan for a simplified tax code.

And what if your company is trampled?

Scott Farrell, a specialist in corporate branding and the president of Golin Global Corporate Communications, said “The only thing that applies, no matter what the issue, is speed. Slow kills companies fast in a Twitter conversation.”

Vanity Fair’s swift response after Mr. Trump reacted to a negative review of a restaurant in one of his buildings by saying the magazine was “dead” could be an example for others to follow. Mr. Farrell explained, “its message — including banner ads on its website calling itself “The Magazine Donald Trump Doesn’t Want You to Read” and asking for subscriptions — captured the magazine’s voice and identity. More than 40,000 people signed up for new subscriptions.”

“If you’re a CMO, Mr. Gilman, concluded, “you need to put another filter on your plans. Normally, you’d never have to worry about a president singling out your company. Now you do.” Amen.

 

 

If the Shoe fits …

A number of media faux pas (literally false steps) were made recently at the Footwear News Achievement Awards in New York City.

puma

Photo Courtesy of: HIGHSNOBIETY

Winning the Retailer of the Year award, Ronnie Fieg, a New York footwear and clothing designer had “no comment” when asked about his collaboration with New Balance, the brand that “put its foot in it” in November. Their spokesperson seemed to endorse President-elect Donald J. Trump and the comment prompted shoe burning and trashing by its young customers. The moral, know your audience.

“I’m not going to speak on that,” I don’t get political,” Mr. Fieg said. Media coaching would have helped him be more positive about his sponsor.

Cuba Gooding Jr., the actor, was more prepared for the media, putting brands in a positive light. Given that the Shoe of the Year was a sneaker, he was asked whether he was a sneaker man.

“No, but I used to be,” he said. “I used to be a breakdancer back in the ’80s, and you weren’t worth your weight unless you wore Converse high-tops.” Now, however, he’s all about the work boot. “I live in my Blundstones,” he said. “I have eight pairs. They’re all black.”

And the whole point of having a celebrity spokesperson is, well, that she is a spokesperson. Rihanna, who received the Shoe of the Year award for her collaborative project with Puma, the Creeper (above) refused interviews. That put the shoe on the other foot for Puma’s Director of Brand and Marketing who offered glowing reviews of the singer-cum-designer, noting that the partnership had cast the brand in a new light.

But one attendee, the Icon Award winner, Iris Apfel, 95 (interior and fashion designer and business woman) left a footprint of levity on the evening’s festivities.

Stepping up to the stage with the help of Michael Atmore, the editorial director of Footwear News, and another younger man, she noted: “It’s nice to be old and have two pieces of beefcake escort you … whomever they voted for.”