With pressure to cut through the noise, sometimes Marketing departments go too far and communicate a message that goes off the rails, offends, angers or is just poorly received.
If they’ve built sufficient goodwill, they can likely recover, mostly unscathed. However, if the company fails to respond appropriately, the damage can be multiplied – first for the initial mistake of the communication, then amplified by lack of successful listening, response and follow-up.
Their customers will look at any and all brand communication, with some scrutinizing any and all efforts, despite the company’s best intentions.
Companies need highly-skilled branding and communication experts that are able to critically examine all initiatives and avoid groupthink.