06/10/2009

What can marketers learn from the Innocent brand backlash?


Here is an excerpt from an article i wrote for the Preview site. I felt a little uncertain about writing it, as i genuinely like the Innocent brand and hold their business in high regard.

Your brand, your promise When you create and deliver a brand you construct an image, an image that customers will use to evaluate your business. That image has a number of different tasks, depending on your business objectives, but it’s fair to say that all brands should give a true representation of a business’s values. Your brand makes a promise to deliver on its image. However, if your brand image hides a different story, it’s very possible consumers who have bought in to your product or service will feel cheated. We all know that a cheated consumer is not to be messed with, as the web provides limitless outlets for customers with negative feelings.

You can read the rest of the article here.
Let me know what you think.