Estimated reading time: 1 minute, 10 seconds

Brands Strike Out with Condolences for the Queen

It’s common for firms to try to use almost any hook to insert their brands into current events. Such was the case with the death of Queen Elizabeth II. So reports DigiDay.

queen g6ef065ad8 640It was a perfect example of why firms shouldn’t just do something because they can. Even when the message expresses condolences, shows tributes or offers other seemingly positive messages, they can still be damaging to a brand.

“It’s not as though people were waiting to hear what Domino’s Pizza or Pizza Express had to say about The Queen,” according to the article. “The same goes for sausage roll seller Greggs, Poundland…” During major events like the death of such an iconic world leader, consumers are unlikely to remember whether a firm posted a message or simply paused its brand activity.

“The fact that a commemorative post might even be thought of as ‘marketing’ tells you all you need to know about how tasteless this can appear,” Adam Chugg of media agency the7stars tells the publication. “But what brands forget is that most people don’t want or need to hear about their opinions on most things.”

He notes that firms that really want to weigh in should consider an understated acknowledgement of such a death, but nothing more. Getting it wrong comes with great risk—it can leave consumers puzzled or frustrated.

Read the full article from DigiDay.

Read 70 times
Rate this item
(0 votes)

Visit other PMG Sites:

PMG360 is committed to protecting the privacy of the personal data we collect from our subscribers/agents/customers/exhibitors and sponsors. On May 25th, the European's GDPR policy will be enforced. Nothing is changing about your current settings or how your information is processed, however, we have made a few changes. We have updated our Privacy Policy and Cookie Policy to make it easier for you to understand what information we collect, how and why we collect it.