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

Chris Payne and George Davidson

The importance of research goes beyond providing general insight, and can help deal with even the most difficult marketing challenges.

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

Chris PayneBrand Doctors

George DavidsonMcDonald'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...

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