I’M Sorry -Brand and Apology

I’m sorry

apology and the brand

You are a sports star

accused of

inappropriate conduct

You are a car

manufacturer whose

product is a subject

of a massive recall

You have been

caught stealing

clothes from a well

known department

store.

Even if

your

position

is

cracking,

…it

doesn‟t

mean you

will fall

from the

pedestal.

Apology is

a Band-Aid for the

damage caused to

the perceived

image of your

brand.

Assess WHO is angry at your mistake ...

Can my target audience perceive the behavior to be in

line/ opposition to my brand’s values?

John Mayer

Who is perceived as responsible for the condemned

behavior

corporation one person

Is the offended party a vocal minority?

How does it affect the heavy user?

Is the negative backlash a

part of ‘Build You Up to

Break You Down’

media/public opinion

cycle?

Oversaturation

Hate/backlash

Underdog

Rise to fame

Love

Where’s the money at?

What’s the brand’s worth?

To seize control

of the situation

…

“The longer you wait to apologize for the wrongdoing,

the quicker the weakness is seen as a wickedness.(…)

Ken Blanchard ‘One Minute Apology’

Apologize fast

Don‟t allow the

apology to turn

into an

interrogation

Make the apology

sound sincere by

Twinkie Defense (origin: Dan White trail)

•Not giving

explanations for

the offensive

behavior

Make the apology

sound sincere by

•Shifting the focus

from the offensive

party to the „victim‟

“I want to apologize to her for my behavior that night and for

the consequences she has suffered in the past year.

Although this year has been incredibly difficult for me

personally, I can only imagine the pain she has had to

endure.”

Kobe Bryant

In animal world, showing vulnerability (e.g. exposing

sensitive areas such as belly or neck) often stops the

assault between the parties fighting for mates and/or

social status.**It DEFINETELY doesn’t

work in a predator-prey

relationship.

Apply self-

punishment•Offer to lose profits (Tylenol Recall, Toyota Recall)

•Offer to pay the victim

•Give money to the charity related to the victimized party

•Restructure company (Ford & Firestone break-off)

Case

1. Don‟t commit suicide – CLEAR your name first

2. Reject PUBLICALLY people who paid for you to commit

the transgression. Don‟t blame them for your mistake BUT

indicate to fellow apostles you are no longer associate with

them

3. Be seen with a respectable figure. Seek the opportunity to

apologize to the person(s) you hurt most.

4. Donate the 30 pieces of silver to apostles or the poor.

5. Write a self- depreciating autobiography.

6. Nothing helps people forget the mistake like success after

being an underdog. Start slowly. With your expertise with

handling money you can start a new business.

http://www.twitter.com/madison_morris

mkmtoday@yahoo.com

http://linkedin.com/in/madisonmorris

http://measofnow.posterous.com