This is going to be studied in business schools for decades. This is a far worse disaster than New Coke and other marketing disasters.
It turns out you might pay a high price for neither understanding nor respecting your customers.
But hey, at least they got rid of the “fratty” image.
“This is going to be studied in business schools for decades.”
quaint idea, but not any business schools in this country, they’re all too woke to bring attention to it
I didn’t think anyone needed an MBA or Miss Cleo to see what would happen if you changed your redneck beer slogan from “Real Men of Genius,” to ‘Real Woman with a Penis,” yet.....here we are.
This is going to be studied in business schools for decades.
+++++++++++++++++
If what you say is true, and it probably is, then it shows how stupid people in business world truly are. The fact that this ‘bud light’ decision requires deliberation, reflection and “studying” highlights my point. Its like taking a class to convince a vehicle dynamics engineer the need to make a tire circular.
What this and a few other recent cases demonstrate is not to confuse your business with politics. The second your business stands for a particular divisive political position you have po'd half of your customers. Take two such stances and the number could easily climb north of 3/4s.
Then there is the further issue of targeting a group with money who will buy your product to pander to a group who won't and can't because they don't have money.
Yes, it is, although they're going to have to figure out what happened first. I have seen no sign that Blight or its parent company have done so.
What they will teach when they do figure it out is this: although they acted like the social media are fancy new toys this was, in fact, nothing more than a conventional celebrity endorsement. With which you do two things: (1) you script it (celebs are prone to say incredibly stupid stuff on impulse and this one did), and (2) you test it, usually with focus groups, before you release it. Blight's people did neither, depending instead on Heinerscheid's gut feeling and the advice of a wet-behind-the-ears ad agency named Captiv8, and stepped on a big, fat landmine.
None of this has much to do with politics, only with a marketing department who decided not to play by their own rules which would have provided a warning. I didn't - couldn't - believe at first that they didn't recognize the politics but now I believe that Heinerscheid, at least, did and didn't think it mattered because she was by God going to get The Message out come hell or high water. And both hell and high water arrived.
New Coke was a deception. When people begged to get ORIGINAL Coke back, they switched the sugar to high corn fructose and no one noticed.
We never got the ORIGINAL formula back.