Your Brand
By now, you know BP’s brand is crushed with the oil leak. Arizona Iced Tea has lost strong brand confidence because of Arizona’s government. What else?
For those of you who have been following me for the past few years:
1) Crisis documents had to have been finished and ready to go out (how can you NOT have crisis communications ready if you aren’t BP?).
2) Your spokespeople have already been determined and are ready to respond, within 24 hours, of any disaster (Arizona Ice Tea took four days to respond that they are NOT in Arizona, but in New York – way to long).
3) You already have spokespeople in place (or on their way), within 24 hours, to the local media as well as national media locations (i.e. here, in the U.S., it would be an individual in New York, one in Washington D.C., and one on the Gulf Coast (wherever all the media is stationed to report on the spill, in case of BP).
BP still has a chance to slow/stop the damage (yes, it is severely damaged) – they need to get out front and stop hanging in the shadows (remember my posts on the poisoned dog food? I still hear people asking about that).
Arizona finally has started putting spokespeople on the air saying that they are not from Arizona so please don’t punish us.
It all comes down to marketing fundamentals (like baseball or football). You don’t practice and update the fundamentals, you will lose the game.
Good luck!! (Again!!)
