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.