What options does a company have if it wants to communicate with customers “in a human way,” and what are the pros and cons associated with each option?
The manager. This is a great and the most famous option. All the examples that come to mind are from this category: Apple is still closely associated with Steve Jobs, Tesla with Elon Musk, Amazon with Jeff Bezos, Tinkoff Bank with Oleg Tinkov, SPLAT with Evgeny Demin. But there is a downside. The manager is difficult to control, he can say or do something that will cause a scandal and harm the company’s reputation.
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Employee. You can trust a hired employee to represent telegram data the company. For example, tech companies often have an evangelist position, who shows the capabilities of the product and how it can be us by the target audience. This strategy has its risks. If the product or service can be easily copi, then the employee can make a name for himself, and then quit and open his own similar brand. If the business cannot be copied, the employee may suddenly quit. And if he part with the company on a bad note, he can use his fame to ruin its reputation. Finally, sometimes employees commit actions that damage the brand as a whole. In July 2018, a scandal affect Leroy Merlin, when the company’s PR director posted on her Facebook page that football fans burned a young girl in Moscow.
The ensuing scandal led to the dismissal of the PR specialist and damag the reputation of Leroy Merlin.
Star. This is traditionally us in advertising when a brand is represent by a famous actor or athlete.
Now popular bloggers have start playing in this league. But if a star is embroi in a scandal, the business runs the risk of ruining its reputation. For the charm of a personal brand how a business leader can become a public person (and survive) example, when one of the richest athletes Tiger Woods was involv in a sex scandal, scientists from the University of California at Davis studi the economic losses of eight companies that sponsor the golfer. Their combin losses amount to $5-12 billion . Moreover, the brands that saw Woods as an embodiment of honesty and integrity suffer more losses.
Mascot (a character that acts as the face of a company). To make “human” communication, but not to face the risk associated with the human factor, brands appoint a character responsible for communication. For example, to make newsletters not only useful but also bold, the marketing automation platform Marilyn began to do them on behalf of… the Marilyn platform. Marilyn can afford to fool around and joke, as well as confess its love to customers, which would look strange if the Marilyn company or team did it.
The downsides of using a mascot are also clear. It cyprus business directory inspires less trust than a real person, and is more suitable for attracting attention and entertaining. In addition, it cannot be used in all formats, for example, this format is not very suitable for stage performances (although exceptions do happen).