What do you do if your brand has got a misunderstood service, a product with a proviso, an offer with an ulterior motive?
Time to get myth-busting.
Think back to last year’s ‘Good To Know’ campaign by McDonald’s – featuring a myth-busting fictional purple cow.
The creative satirised the rumour that “all sorts” goes into the brand’s burgers, and allowed the brand to land their message that it’s actually just 100% beef.
A more recent example of this tactic comes from We Buy Any Car, which was clearly looking to defend the fact that they often buy cars below market value.
Their latest creative owns up to this, with the actors even saying “I can’t believe they’re letting me say this on a TV ad, but I could’ve got a better price for my car if I sold it privately.”
The company then defends its policy by stating that many people value their time more than “a few extra quid” they would get selling their car privately.
Often brands don’t want to admit to their failings in fear that their reputation will get tarnished. But the fact is your customers know about your faults already and the rumours are circulating with or without your input.
So owning up to your failings, warts and all, actually builds trust with customers. Plus if you have a valid reason why your product is the way it is, opening up a dialogue gives you a chance to defend yourself. For example, your service might not have the best price point, but maybe it is quick and easy.
Taking a head-on approach shows that your brand has some self-awareness and that you’re listening to your audiences. It also shows that you want an honest relationship with customers.
So next time you’re facing a reputational challenge, who you gonna call…?