Countering Negative Perceptions

Lessons from Boeing's 2019 Crisis

In 2019, Boeing faced severe backlash due to aircraft malfunctions, particularly with its 737 Max model. This crisis serves as a stark reminder of how quickly negative perceptions can damage a brand's reputation and bottom line. For marketing professionals, Boeing's experience offers valuable insights into managing and overcoming negative brand perceptions.

Understanding the Roots of Negative Perceptions

Negative brand perceptions often stem from several key factors:

1. Product or Service Failures: As in Boeing's case, malfunctions or defects can severely damage consumer trust.
2. Lack of Transparency: Modern consumers value openness, especially regarding how companies use their personal information.
3. Poor Customer Experience: Consumers expect seamless, personalized interactions with brands.
4. Unethical Practices: Corrupt or problematic practices by company leaders can quickly erode public trust.

Strategies for Countering Negative Perceptions

To effectively address and overcome negative perceptions, marketing professionals can employ several strategies:

1. Proactive Communication and Transparency

Regularly conduct customer satisfaction surveys to stay atop feedback.

Actively leverage customer testimonials in communications.

Monitor brand perception through Search Engine Result Pages (SERP) and Google Autocomplete.

2. Enhancing Customer Experience

Prioritize customer wants and needs.

Offer unique product or service experiences.

Implement stellar engagement tactics.

Show customers their loyalty is valued.

3. Crisis Management

When facing a severe crisis like Boeing's, consider the following approaches:

• If the accusation is true: Come clean: Apologize, accept responsibility, and take corrective action. Polish the halo: Follow up with an image-building campaign showcasing brand strengths.
• If the accusation is false: Deny and construct a narrative to prove innocence. Provide a point-by-point rebuttal to all accusations. Anticipate questions and prepare counterarguments.

4. Addressing Common Objections

Marketing professionals often face common objections that can lead to negative perceptions. Here are strategies to address some frequent concerns:

• "We are not interested": Highlight your unique value proposition and how it addresses specific pain points.
• "I'm very busy right now": Acknowledge their schedule and propose a follow-up at a more convenient time.
• "We're happy with our current provider": Respect their satisfaction but highlight your unique advantages.

Boeing's 2019 crisis underscores the importance of proactive brand management and effective crisis response. By understanding the roots of negative perceptions and implementing strategies to counter them, marketing professionals can help their brands build resilience and maintain a positive image even in challenging times. Remember, transparency, customer focus, and ethical practices are key to overcoming negative perceptions and fostering long-term brand loyalty.