Are your marketing dollars
working for you,
or are you just spending them? Have you ever heard of a mega-corporation spending millions of dollars on a campaign or branding, only to pivot away from that huge investment immediately afterward? Gap clothing famously dealt with this in 2010, when they released a new logo for just six days before switching back to the iconic logo from the ‘80s and ‘90s. Pepsi also misstepped in 2017 when they aired a commercial featuring Kendall Jenner easing tensions between police and protesters by offering an officer a Pepsi.
These marketing and design errors cost each company millions of dollars, but they could afford both the financial and reputation losses easily. Not everyone has millions of dollars and decades of goodwill in the bank. When these commercial juggernauts miss the mark, the whole world lets them know, but for most organizations, poor marketing and bad design just flush away in silence.