Make Marketing History

The views of a marketing deviant.

Wednesday, November 29, 2017

What Could Possibly Go Wrong?

It happens repeatedly. Twitter competitons and naming polls are hijacked, appeals to praise a brand yield the opposite result and city bike schemes suffer theft and vandalism.

And it's all all totally predictable.

This is not with the benefit of hindsight. This happens simply because marketers and executives rarely ask the obvious question. What could possibly go wrong? No doubt because it's seen as providing problems not solutions or some similarly glib inanity.

But it's not negative thinking, It's damage limitation. There's no cost in terms of product dilution and there's everything to gain in avoiding bad publicity that is genuinely bad.

In other realms, this is caused stress-testing.  So don't ask how fabulous potential customers are going to find your latest initiative. Ask what could possibly go wrong. Because the last thing you need is more stress.