Category Archives: Cricket World Cup

The Parable Of The Poor Director

Some years ago an organisation made a director level appointment.  There was the usual top brass bullshit and business buzzword bingo as part of the introductory PR spin.  Big things were clearly expected from this new director.

It wasn’t long before this director’s significant flaws came to the fore.  The first major decision made by this new director was based entirely on his own prejudices, refusing to present an honest justification and completely ignoring the existing excellent and continuing performance of the organisation.

Other decisions were also flawed, appointments made crucially so.  The organisation’s performance, brand and reputation were being damaged by a supposedly safe pair of hands.

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Brand Toxicity

In a week when the Evening Boris sported the headline “Toxic London” it’s appropriate to explore Brand Toxicity.

When does a brand become toxic? What turns a brand from successful to shithouse?

Here are a few thoughts:

  • When it treats its customers with disdain
  • When it takes customers for granted
  • When it mocks customers
  • When it treats customers as lower forms of life
  • When it is dishonest towards customers
  • When it fails to adhere to standards expected of them such as openness and honesty
  • When results and performances show continuing or declining levels of acceptability

Previous, current or ongoing good works rarely matter when a brand starts to turn toxic, as any headline writer will tell you.

Ask Gerald Ratner just how destructive to your brand becoming toxic can be. One supposed joke about his products wiped a high profile brand worth £500 million off the high streets. Why? Because Ratner mocked his customers.

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