Thursday, July 19, 2012

Burger King steps in it

Yesterday, I wrote that consumers are not in control of your brand, you are. And today some idiot, who I'm assuming no longer works at Burger King, has proven me right.

"Wait, what?" I can hear you saying. "One post on an obscure social sharing site of an employee standing on two bins lettuce just destroyed any possible goodwill and momentum BK may have gained from its multi-million dollar relaunch."

At a business like Burger King, your employees, not your advertising, are the face of your brand. You rely on them to make sure the customer has a great experience on every visit so they come back for more. Thus, as a brand manager nothing is more important than the hiring and training of good employees.

Yes, this moment "went viral" thanks to consumers who felt compelled to share this ghastly image. But if Burger King management had been doing their job in the first place, consumers never would have had anything to share.

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