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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
http://linkedin.com/in/madisonmorris
http://measofnow.posterous.com
