“It takes years to build a reputation, a few seconds to destroy it”

Mr. However, Schärer, the Swatch campaign causes massive protests in China. For example, How is it that a big mark puts his feet in the dish in this way?

Two solutions avoid such errors. However, First, it would have been necessary to carry out tests on the market. In addition, Some discussion groups would probably have been enough to identify the problem. Moreover, Second, by “it takes years build reputation, forming diverse and international teams. Meanwhile, A global company must have internal multicultural skills.

Negligence?

Yes, that’s what we tend to believe, seen from afar. Moreover, But it is often a mixture. Either an agency does not properly do its control work, or an internal marketing team underestimates the risks. At Swatch, many things are created internally.

Several advertising campaigns have recently caused a scandal: Adidas With Bella Hadid. Miele and her washing machine during the Women’s Euro, and now Swatch. Do you see common points?

The public is more sensitive to this question. In recent years, we have been talking more about stereotypes and clichés. The company has become more vigilant, and companies have also realized that the risk of controversy is very real. The three examples you cite are, however, of a different “it takes years build reputation, nature.

For what?

The Adidas case around Bella Hadid is particularly blatant, I would even say that it ignores history. The reissue of emblematic sneakers of the 1972 Munich Olympic Games. marked by an attack against the Israeli delegation, carries a heavy historical charge. And then choose an ambassador like Bella Hadid. who has Palestinian origins and regularly criticized Israel, seems to say the least casual. However, I do not think that it is a calculated provocation.

Provocation is a means of communication, but the border with the insult is thin.

Indeed. Another surge of criticism recently fell. American Eagle suffered strong criticism for an advertising spot with Sydney Sweeney playing on words «great jeans» (great jeans). «great genes» (good genes). Some see allusions to eugenics and white supremacy. Was it calculated and perhaps a reaction to wokism?

Humorists often say that it is necessary to provoke, but never attack the weakest.

It also applies to advertising. Another important point: provocation works when understandable and consistent with the message. When I worked in the prevention of HIV for Confederation. we often use this approach: to deal with sensitive subjects head -on, but always ensuring that provocation is justified. As soon as the message and irreverence diverge, it rocks in the insignificant or injuring it.

What are the consequences of Swatch’s failure?

Brands rarely reveal how affected they are. They recover faster today, because the world evolves at a frantic pace. But there are counterexamples. Jaguar. for example, had been talked about, in an advertisement deemed too “WOKE” and planned to reshape her communication strategy center. By sporting messages such as “do not “it takes years build reputation, be copiers”. or “break the codes”, the famous British manufacturer had made the bold choice not to present any vehicle.

Who to wear the hat to Swatch?

I don’t know, but the brand will not undergo long -term harmful consequences.

How should a brand react in the event of a crisis? Facing, apologizing, or camping in its position?

It all depends. If a campaign jeopardizes the reputation of a brand. the least of things is to make a low profile, or to apologize. Because it takes years to build a reputation, a few seconds to destroy it. Without notoriety, brands lose their credibility with consumers, competition and financial markets.

Miele did not withdraw her spot for the European Women’s Football Championship. Did she do well?

This did not trigger “it takes years build reputation, a cataclysm of international dimension. In this kind of situation, making a deaf ear can work.