How brand identity survives unsavory endorsement
The cost of doing business starts with research and creating a brand identity. Over years, businesses carefully plan and build a sense of what their product is and what qualities it conveys. Millions are spent on celebrity endorsements that personify the brand image. But what is a business to do when it receives unsolicited praise from a source that seems to clash with its brand?
There are quite a few groups who have found themselves stammering to find an appropriate response to unsavory sponsorship. The Wall Street Journal recently examined Darden Restaurants, Inc. handling of adult entertainment star, Kendra Wilkinson’s passionate adoration of The Olive Garden. Presidential nominee, Sen. Barak Obama, is happy to dance with Ellen but tends to stay mum about the support he receives from Phil Spector. Paris Hilton wouldn’t seem to represent the image that Hilton Hotels group would want. And while radio hosts, Opie & Anthony are known for controversial topics, one of their fans wearing an O&A t-shirt was caught as a subject of 20/20’s investigative series “To Catch a Pedophile”.
The natural reaction is to distance the company from the perceived threat. Protecting a brand image would seem to be as important as protecting the company reputation. However, that needn’t be the case.
Most public relations firms advise a neutral stance. While not publicly thanking Ms. Wilkinson, WPP Group’s Grey advertising firm that handles public relations for The Olive Garden isn’t disavowing her endorsement, either. As Ms. Wilkinson told the Wall Street Journal, “I don’t speak about it to get paid for it. I speak about it because I love it. I understand they’re a family restaurant, but I think it can’t hurt them to have a little spice.” If you believe the adage that there’s no such thing as bad publicity, The Olive Garden’s lack of response seems to make sense.
What truly makes a difference in whether a company can survive “guilt by association” is how strong their brand image is. Megaliths like Pepsi withstood the Michael Jackson scandals. Sen. Hilary Clinton will probably still win re-election in New York despite an endorsement from O.J. Simpson during her presidential nominee run. The only way to survive is to build a brand image correctly, from inception, and to continue to nurture that image throughout the company life cycle.
“Brands aren’t logos. They’re promises,” espouses Levick Strategic Communications, a specialist in global high stakes communication. When The Olive Garden says “When You’re Here, You’re Family”, you can bet that that brand promise has been built into every aspect of the restaurant, from food to service. Because of the ingrained nature of that brand image, the passing questionable endorsement can and will be weathered. Businesses spend money protecting their image either in pre-planning or damage control. Promising to build your brand image is the better way.
By Alicen Hogan
