I very recently wrote about how brands need to be careful when it comes to including themselves in the public discourse, especially when it comes to things like, say, the anniversary of one of our nation's greatest tragedies. Well, one brand has chosen to go a a different route, and to do so in the most disconcerting way possible.
Fast food brands could use a “health” boost if they want to meet their customers’ expectations. To that end, Burger King is introducing a French fry with 30 percent fewer calories and 40 percent less fat, called “Satisfries.” Will this help? Well, it’s a start.
Many people will tell you that Burger King's Twitter account being hacked is negative for their brand, but let's look at the numbers. The kind of press and attention they will receive as a result of the hack would have required nearly a $1,000,000 campaign investment.
Somebody should tell Burger King and Jeep the Chinese word for crisis is “danger” and “opportunity.” Done right, people could be talking about what these companies did after their twitter accounts were hacked for years to come.
Over the last couple of years we have seen plenty of examples of how social media disasters have left companies on their knees begging for forgiveness. However yesterday saw one that may have left its mark in a slightly better way.
Brands should resist the temptation of the ‘non-apology’ apology, the one written by lawyers fearful of the fallout from a possible class action. These non-apologies often manage to avoid the use of words such as ‘sorry’ or ‘we apologise’ completely.