Tag Archives: tom harrison

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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An Open Letter To Colin Graves And Tom Harrison

Dear Colin and Tom,

I don’t envy you the tasks you guys now face.  You take up your roles at the ECB with the national governing body looking greedy, petty, obsessive, controlling, incompetent, mendacious, out of touch and snobbish.  Most importantly the ECB has alienated a lot of people and smeared an imperial shedload of faeces on its brand over the course of 2014.

If it weren’t for Ched Evans the FA would look better than the ECB right now.  That’s how bad things are.

Continue reading An Open Letter To Colin Graves And Tom Harrison