You might expect big brands to nail their marketing every time. They have a budget you can probably only dream of, a team of expert advisers, and countless pairs of eyes checking every campaign before they’re made public.
Yet, history is littered with examples of major brands not quite hitting the mark – or missing it entirely.
Unfortunately, no business is immune to marketing errors, regardless of its size, profit margin, or reputation.
On the flip side, you don’t need millions to craft a winning marketing strategy. In fact, you could discover just what to do – and what not to do – by learning from these three big brand blunders.
1. Google’s Olympics ad for “Gemini” – Use AI with care
On 26 July 2024, Google launched an ad for its AI assistant, Gemini, to coincide with the start of the Paris Olympic Games.
In the minute-long video, a man tells the story of his daughter, a dedicated runner who is inspired by Olympic hurdler, Sydney McLaughlin-Levrone. He goes on to ask Google’s Gemini AI assistant to help his daughter craft a fan letter to her hero.
The ad was meant to showcase Gemini’s capabilities in writing creative content with human feeling.
However, the campaign provoked a huge backlash. Critics felt that using AI for such personal communication was inappropriate. Indeed, in the current climate, any suggestion that technology could assume “human roles” is controversial.
Google had failed to “read the room” and delivered a message that jarred with its audience.
So, while AI may offer some useful benefits to your business, it’s important to consider whether it is appropriate in the context you intend to use it.
2. Gap’s logo redesign – Rebrand in haste, repent at leisure
Founded in 1969, Gap Inc. is one of the largest and most recognisable fashion retailers in the world. It has a loyal following of customers who rely on the chain for their clothing essentials year after year.
In 2010, following a slump in sales, Gap decided to replace its iconic, 20-year-old logo with a more contemporary design.
Almost immediately, branding professionals and customers took to social media to voice their disdain for the rebrand. In an embarrassing U-turn, the original logo was reinstated after just one week.
Plenty of big names go through rebrands, so, what spawned “Gapgate”?
The change was made practically overnight, leaving customers confused and frustrated. What did the rebrand mean? Was it purely a design change or would the product positioning be different too? Could consumers still rely on the company to continue providing the clothes and accessories they had known and loved for years? By replacing the familiar logo without any build up or explanation, Gap alienated its most loyal customers.
Of course, there’s nothing inherently wrong with a logo refresh. But replacing your logo at the drop of a hat without any clear reason could damage the brand recognition you’ve spent years building.
To avoid this mistake, make sure that any design changes you make are part of a rebranding strategy that reflects a new business direction – and take the time to carefully communicate this with your clients.
3. Kellogg’s “cereal for dinner” suggestion – Avoid tone-deaf marketing
On 21 February 2024, Kellogg’s CEO Gary Pilnick suggested that families who are struggling financially in the current cost of living crisis should consider eating “cereal for dinner” to save money.
This attempt to capitalise on rising food prices by positioning the cereal manufacturer’s products as an affordable meal option instantly backfired.
Angry members of the public criticised the multimillionaire’s comments as “tone-deaf”, insensitive, and irresponsible.
Pilnick’s suggestion was seen by many as a cynical ploy to boost sales and profits for the food processing giant, at a time when many consumers were facing extreme financial pressure.
This major marketing blunder highlights the importance of knowing your audience and being mindful of their values and sensitivities when creating your messaging.
Top tips for avoiding marketing fails
While you can’t completely guard against failure, there are steps you can take to give your marketing campaigns the best chance of success:
- Know your business and your target audience inside out
- Align your marketing strategy with your broader business goals
- Thoroughly market research and test any changes to your business
- Stay true to your company values and be consistent.
While this isn’t an exhaustive list, keeping these points in mind could reduce the risk of a marketing fail. However, if the worst happens, all is not lost.
Learn from your mistakes and turn them to your advantage
If you do make a mistake – and let’s face it, most of us do at some point – try to see it as an opportunity to learn and improve.
You may even be able to turn a marketing fail into a stroke of PR genius.
In 2018, online fashion retailer, Asos, printed 17,000 bags with a blatant typo, “Discover fashion onilne”. This could have been an embarrassing disaster, but the company acted quickly and with wit, releasing a tweet owning up to the “mistake” and declaring the typo-ridden bags a “limited edition”.
Let us help you take your marketing strategy to the next level
If you want to find out how Yardstick’s team of marketing experts, designers, and writers, could help you avoid embarrassing marketing mistakes and build a strategy that boosts your brand, we’d love to hear from you.
Get in touch with us at hi@theyardstickagency.co.uk or call 0115 8965 300.