How research saves scapegoat brands: retaining brand and business perspective in troubled times

Chris Payne
Brand Doctors

George Davidson
McDonald's

INTRODUCTION

What are Scapegoat brands?

Brands/companies that find themselves the focus of media/political/consumer criticism. Examples include McDonald's, Tesco, etc. even categories can scapegoated e.g. 'the nature of television,' 'fast-food', 'mobile-phones“4×4's'and so on. This contamination of the brand becomes an issue for both consumer and brand owner. Its not just 'bad press' it can mean brand destruction especially if the brand owners fail to respond wisely. Being a 'victim' must be avoided at all costs. One of the affects will be a contamination of research information and clarity - Scapegoat brands (© Chris Payne, 2006)