Three Big Marketing Fails

May 29, 2013

Research, tracking and follow-up all are vital components of successful marketing campaigns. But despite the various necessities that help companies large and small understand their successes and avoid issues before they turn into full-blown catastrophes. Despite known methods of testing marketing efforts, some companies have paved the way for avoidance with many of the most well-known, costliest and detrimental blunders in the marketing and advertising world. By understanding some of the problems they faced and studying how they responded, modern marketers can learn from their mistakes in an effort to re-commit them.

The Netflix-Qwikster Transformation

qwikster logo
Understanding clients and current consumers is important to retaining clientele while earning the loyalty of future consumers. While Netflix may have believed a split into a secondary company for streaming vs. movies by mail would help boost their current efforts, branding and profit, current subscribers became so angry that the company lost a large share of formally loyal customers, prompting a 77 percent drop in Netflix Stock. The take away from Netflix’s misstep is the importance of listening to consumers and testing proposed ideas. Without proper research, angering consumers and loyal clients can have serious repercussions and destroy faith and trust in a particular brand. Even after returning to their original service, Netflix continues to suffer from their marketing mistakes and lack of research prior to making such drastic company changes.

Gap Logo Mishap

gap logo
Logos are such an imperative aspect to the way a brand is perceived in addition to company recognition. While the idea that if it’s not broken, don’t fix it is a common cliché, in some cases, the saying rings true. Gap may very well have one of the most recognizable logos across the nation and the world. But despite the recognition the company receives from the small blue box with its namesake within it, changing the logo provoked an uproar, changing the perception accompanying the clothing and goods peddled by the company. While Gap, like Netflix, returned to its original logo it is so well-known for, one can’t help but wonder if the confusion and proposed transformation sparked question among consumers regarding whether this company was looking into the right priorities. Did Gap test whether consumers connoted negative feelings with Gap’s original logo or was the move a mere effort to freshen a logo that was intertwined with classic American clothing?

New Coke

new coke logo
In an effort to combat the competitive cola market, Coca Cola made a bold move: introducing “New Coke.” Despite the extreme loyalty of consumers, Coca Cola strove to seek new clientele and prompt the addition of additional loyal consumers by freshening up the taste of their infamous product. But despite their intentions, Coca Cola’s lacking research and testing provoked berserk reactions from those who loved their product most. Like the other companies who realized their mistakes too late, Coke re-instated their traditional taste after hearing an outcry from consumers. Although the company claimed research did not reveal how important the original taste was to its faithful followers, the lesson reveal highlights the importance of brands and the emotional attachment consumers have with them.