Brand campaign prenup

Happy Friday,

Building brands is not all fun every day. 

Aside from swiftly managing its P&L and understanding each decision's impact on it, you also need to protect it. Playing worse-case scenarios (read brand campaign prenup) when dreaming of a campaign is not all that exciting. But if a crisis emerges, you will be thankful for having it handy. 

Nike is a fantastic example of a brand having convictions and standing up for them.

If you let me play Colin Kaepernick, Ric Munoz, what will they say about you? victory swim and many more are bringing to life the Just Do it moto.

But having convictions is the ''easy part''. Defending them is another ball game. 

And in crisis, mode silence is an opinion, not golden. No decision is a decision. Tylenol is by far one of the most famous case studies of how to respond well to a crisis. 

- The top guy needs to be seen handling the issue

- Acknowledge it

- And over-correct, not minimize it.

Customers want accountability; the only way to do it is to recognize it and double down on your correction/conviction. 

I'm still not over the Bud Light controversy, as it is disheartening to see how they are mishandling it. Instead of following these 3 simple rules, the chief executive took 2 weeks of radio silence to fake non-apologize for something they had said to believe in. super.

And when comparing it to Nike 24 hours response for having the same association. 

I'm not saying these issues are easy by any means but one can wonder which brand really stands for their convictions and where gen z will side.

See you next week