Wednesday, November 14, 2012
Guy's big branding lesson
Apparently not if the reviews in The New York Times, New York Post, and Serious Eats of Guy Fieri's new restaurant, Guy's American Kitchen & Bar, are to be believed.
Brands are fragile because they're built on nothing more than trust, and once that trust is broken, it's nearly impossible to repair the damage. In this age of 24/7/365 mass and peer to peer communication, the costs of not delivering are higher than ever before.
If you're a big famous brand that's introducing a new product to the world, you have to get it right, right out of the box or expect to be pilloried.
Great brands inspire both love and hate. Apple, BMW, Walmart, Google, are beloved brands by many and detested by others. Those who don't love your brand are just waiting for it to fail and let the world know when it does. Mr. Fieri just discovered this.
What it all boils down to is this: people love brands when they love the products. Stop delivering a great product and you'll see how quickly your brand equity disappears.