When Does Controversial Advertising Go Too Far?
In my second and most likely last installment about controversial advertising, let’s talk about some campaigns that went too far & delve into why they went too far. This is where I think controversial campaigns get interesting from the armchair quarterback perspective because I think the definition of too far greatly depends on your personal mindset. Benetton, for example, has often found success with their controversial images and campaigns. But sometimes they have gone too far & received a backlash from it as a result. So, has Calvin Klein. Often…
I ask this question because all businesses can learn from the last few months of political theater. A Presidential candidate must create a ‘brand’ and then manage that brand effectively. Not being able to control your brand image results in your opponent defining your brand, like what happened to John Kerry and the “flip-flopper” image.
Obama has had to deal with Jeremiah Wright, his pastor (or former pastor as it may now seem) and all brands at some time face tough challenges. A brand must always focus on it’s core customers and make sure that this target market feels a specific…
