When Kathy Mayor was CMO of Carnival Cruise Line, she had a special challenge on her hands after the infamous “poop cruise”. If you don’t know what I’m talking about, here’s a Google search about it.
How do you recover from that? How does a brand get customers to trust them, given the barriers to taking a cruise, especially for first time cruisers? How do you get people to buy a vacation where Orlando meets Las Vegas…in Alcatraz?
As Kathy shared at the Digital Branding Analytics Miami 2019 Conference, she used a 7-part framework that she found in a book:
- Interrupt the pattern
- Create comfort
- Change the associations
- Lead the imagination
- Shift the feeling
- Satisfy the critical mind
- Take action
Within a short time, she managed to return the Carnival Brand Index back to its pre-poop-cruise average.
These days, Kathy is CMO at Boxy Charm – interested in hearing more of her experiences? Check out the video below from the #DBAmiami Conference 2019.