Marketing Doctor John Tantillo’s Winner and Loser of The Week: Couric (Online) and Nutella



 
 

Brand Winner…

And Loser…


 
 

Marketing Doctor John Tantillo’s Winner and Loser of The Week

Winner: Couric (Online)

 

Loser:  Nutella

                                              

WINNER:

Folks, most people who had a terrific broadcast platform would rest there: but most people aren’t Katie Couric.

Couric, who’s syndicated daily show is going to start this fall on ABC, is going online for her fans. 

That’s the idea behind a digital series she, ABC News and Yahoo launched May 1.

Couric is going to do what she does best help her fans cut through trends and fads. 

Actually, it’s a fascinating decision…She’s giving her target market and possibly new target markets a taste of the Couric brand while simultaneously expanding her reach on a new medium and building momentum for her show’s fall launch.

Great brands seek new points of contact and fresh ways of building relationships with their audience.  Couric has done it again.


LOSER:

Brand damage seldom happens overnight.

That’s what’s happened to Nutella.  

Sure, you could say that the 3 million dollar class action settlement in California was a one off and even silly.  But I’d say there’s more.

Here’s the story.  A woman in California sued Ferrero, the makers of Nutella, for promoting the chocolate spread as being “healthier than it actually is.”

People might say that it’s ridiculous that a consumer would assume a chocolate spread was supposed to be a healthy option, but here’s the point: brands need to be true to themselves and I think Nutella was “fudging” here (excuse the pun).

Fact is, Nutella is promoted as “an example of a tasty yet balanced breakfast.”  but has the properties of a candy bar.

This is a classic example of overstating the facts and when brands do this for long enough, the facts eventually catch up.

It might seem like a spectacular event, but this lawsuit and settlement –and the resulting bad press– simply didn’t happen overnight.

And remember, it’s always easier when you keep marketing and branding in mind.


 

TODAY’S TANTILLO TAKEAWAY: Brands need to stick to just the facts.


 

 


 

 

 

 

 

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