登录查看更多内容

What are some reputation management success stories, and what can you learn from them?

由人工智能和领英社区提供技术支持

Reputation management is the practice of shaping and maintaining the public perception of a brand, organization, or individual. It involves monitoring, responding, and influencing online and offline feedback, reviews, ratings, comments, and media coverage. A good reputation can enhance credibility, trust, loyalty, and value, while a bad one can damage reputation, sales, and growth. In this article, we will look at some reputation management success stories, and what can you learn from them.

此文章中的业界达人

由社区从 5 条内容中精选。了解更多

1 How Starbucks recovered from a racial bias scandal

In 2018, Starbucks faced a major backlash after two black men were arrested at a Philadelphia store for waiting for a friend without ordering. The incident sparked protests, boycotts, and accusations of racial discrimination. Starbucks responded by closing more than 8,000 stores for a day to conduct anti-bias training for its employees. It also issued a public apology, met with the men and their lawyers, and changed its policy to allow anyone to use its restrooms and seating areas. The company also launched a series of initiatives to promote diversity, inclusion, and social impact, such as hiring more people of color, partnering with civil rights groups, and supporting causes like criminal justice reform and voter registration. Starbucks managed to regain its reputation by taking swift, sincere, and comprehensive actions to address the root causes of the problem and demonstrate its commitment to social responsibility.

添加您的观点

M. Yalcin Parmaksiz, CDMP, 2X AMA PCM?, B.Eng, MBA, Ph.D.

Marketing Professor | Ph.D. in Marketing, Digital Strategy | CDMP, 2X AMA PCM?
举报内容
As a professor teaching students from diverse cultures, I view Starbucks' 2018 incident as a critical learning opportunity. The company's immediate response with anti-bias training and policy revisions demonstrated the importance of proactive, culturally sensitive actions in brand management. This scenario serves as a crucial case study for my students, emphasizing the need for brands to not only acknowledge their missteps but also to take tangible steps towards inclusivity and social responsibility. It underscores the imperative for businesses to understand and respect cultural diversity, a key lesson in today's global market.

已翻译

赞

2 How Domino's Pizza turned around its negative reviews

In 2009, Domino's Pizza was struggling with low customer satisfaction, poor quality ratings, and declining sales. The company was also hit by a viral video of two employees tampering with food in a kitchen. Domino's decided to face the criticism head-on and launch a campaign called "Pizza Turnaround". The campaign involved admitting its flaws, revamping its recipes, improving its ingredients, and inviting customers to share their feedback and opinions. The campaign also featured candid videos of Domino's executives and chefs reading negative reviews, testing new pizzas, and delivering them to customers. The campaign was a huge success, as it boosted sales, ratings, and loyalty. Domino's showed that honesty, transparency, and customer engagement can help rebuild trust and reputation.

添加您的观点

Tom Kovach

Business Development Manager at Bureau Veritas
举报内容
If you're in the B to B world, take the term, "business partnership" seriously. A true business partnership ALWAYS benefits BOTH companies; it is not dependent on market or product ignorance, but honesty in every phase of the deliverable.

已翻译

赞

3 How Lego embraced user-generated content

Lego is one of the most beloved and iconic brands in the world, but it also faced some challenges in the past. In the early 2000s, the company was losing money, market share, and relevance, as it diversified too much into non-core products and failed to keep up with changing consumer preferences. Lego realized that it needed to reconnect with its core audience and leverage its loyal fan base. The company decided to embrace user-generated content (UGC) as a way to foster creativity, innovation, and community. Lego launched platforms like Lego Ideas, Lego Life, and Lego Masters, where users can submit, share, and vote on their own Lego creations. Lego also partnered with influencers, celebrities, and media outlets to showcase and promote UGC. Lego's UGC strategy helped the company increase its brand awareness, engagement, and loyalty, as well as generate new product ideas and insights.

添加您的观点

Carol M. Forden

Healthcare UX and Technical Writer | Business Analyst Consultant
举报内容
The Lego Group had lost money four out of the seven years from 1998 through 2004. Sales dropped 30% in 2003 and 10% more in 2004, when profit margins stood at –30%. Lego Group executives estimated that the company was destroying €250,000 ($337,000) in value every day. The turnaround began in 1999, though it would take years to bear out. They began making sets based on licensed properties, chiefly Star Wars. The two really clicked (pun intended); Star Wars' endless assortment of spaceships, vehicles, environments and creatures was practically ready-made for Lego. It continues to be one of their best-selling themes. (Funny, the Star Wars comic similarly saved Marvel in 1977.)

已翻译

赞
Ricardo de Oliveira Machado

President, CEO , Board Member
举报内容
Lego was losing its brand soul trough a series of investments outside the core product experience. The new strategy put in place had pioneer insights of design thinking reinforced by the power of emergent digital platforms . Trough a series of digital and physical channels the brand could reignite the passion and prestige of the core product. The company was extremely successful in promoting consumer engagement in an almost unprecedent way. The creation pipeline was open with the Lego user base and strategic alliances were made across industries, including movies, characters and whatever could attract and retain consumers globally. These were the key elements for this amazing brand and company turnaround.

已翻译

赞

4 How KFC handled a chicken shortage crisis

In 2018, KFC faced a logistical nightmare when it switched its delivery partner in the UK and Ireland, resulting in a chicken shortage that forced hundreds of its stores to close. The situation caused frustration, anger, and mockery among customers, suppliers, and competitors. KFC responded with humor, humility, and honesty. The company issued a witty apology ad that rearranged its initials to spell "FCK" and said "We're sorry". The ad also thanked its staff, partners, and customers for their patience and understanding. The company also used social media to keep customers updated, answer questions, and poke fun at itself. The company also offered free chicken vouchers to affected customers and donated surplus food to charities. KFC's crisis response was widely praised for its tone, timing, and transparency, as it diffused the tension, restored confidence, and enhanced goodwill.

添加您的观点

5 How Nike took a stand on social justice

In 2018, Nike launched a controversial campaign featuring Colin Kaepernick, the former NFL quarterback who sparked a movement by kneeling during the national anthem to protest police brutality and racial injustice. The campaign, which used the slogan "Believe in something. Even if it means sacrificing everything.", was part of Nike's 30th anniversary of its "Just Do It" motto. The campaign generated a lot of buzz, debate, and backlash, as some people praised Nike for its boldness and relevance, while others criticized, boycotted, and burned its products. Nike knew that the campaign would polarize its audience, but it also knew that it would resonate with its core customers, especially the younger and more diverse segments. The campaign paid off, as it increased Nike's sales, market share, and brand value, as well as its social media engagement, awareness, and advocacy. Nike showed that taking a stand on a social issue can be a powerful way to differentiate, connect, and inspire your brand followers.

添加您的观点

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Lee Cockerell

Leadership & Service Consultant
举报内容
Be careful what you say and do as you are being judged every second of the day. Be aware of your influence and impact on others.

已翻译

赞

Brand Management

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

What are some reputation management success stories, and what can you learn from them?

1

2

3

4

5

6

1 How Starbucks recovered from a racial bias scandal

2 How Domino's Pizza turned around its negative reviews

3 How Lego embraced user-generated content

4 How KFC handled a chicken shortage crisis

5 How Nike took a stand on social justice

6 Here’s what else to consider

Brand Management

给文章评分

感谢您的反馈

更多Brand Management相关文章

更多相关阅读内容

What are some reputation management success stories, and what can you learn from them?

1

2

3

4

5

6

1 How Starbucks recovered from a racial bias scandal

2 How Domino's Pizza turned around its negative reviews

3 How Lego embraced user-generated content

4 How KFC handled a chicken shortage crisis

5 How Nike took a stand on social justice

6 Here’s what else to consider

Brand Management

给文章评分

感谢您的反馈

查看其他技能