We have had a few big brand blunders this year and most of them you’ll certainly recognise! Some of these brands’ reputations will recover, be forgotten, or never be forgiven. Here are the top 5 Online Reputation Disasters of 2010 so far:
The blown-out well that has been spewing oil into the ocean for months now, is the worst thing that could’ve happened to the large oil company, BP. Marked as the largest oil spill up to date and with an estimated 71.2 million gallons of oil already in the Gulf, BP would most likely need years to recover from the damage this oil spill has done to their reputation and of course, to the environment.
Bad refereeing and furious fans have caused Fifa president, Sepp Blatter to reopen the debate whether to use technology to aid referees. This comes after England lost to Germany after a goal was not awarded during the round-of-16 and Argentina scoring an offside goal against Mexico. Sepp Blatter has apologised for refereeing mistakes that have devastated millions of fans across the globe, but fans feel more needs to be done to avoid future mistakes.
It’s always great to see someone admit to their mistakes and try and rectify them but it can attract a lot of criticism as well. Toyota started experiencing quality problems causing unintended acceleration. More than 9 millions cars world-wide has been recalled so far and Toyota customers are still very concerned. Even though Toyota has been open about the whole situation, the damage to their reputation as a reliable car manufacturer is immense and would take a lot of work to rebuild.
Earlier this year it was made public that Nestle used a specific palm oil ingredient in their chocolates that’s threatening the lives of orangutans. Greenpeace found evidence of Sinar Mas clearing rainforests which are forcing orang-utans out of their habitat. Sinar Mas supplies numerous companies with the palm oil and Nestle has been linked to buying from a few of those companies. This situation has caused outcry and protest around the world.
In April, KFC launched a digital campaign called Super Tuesday on China’s top e-commerce site Taobao. KFC in China thought of promoting their product by handing out coupons for 50% off on 3 of their most popular meals. These coupons were available only on Taobao and can only be used at specific time periods. Later on KFC discovered their coupons were being counterfeited and put a halt on all promotions. This caused protest all over China as customers who’ve already bought coupons felt cheated since all coupons were seen as fake. KFC customers soon started boycotting the brand.
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