Brand Disconnect: A Lesson from Wendy's and Kellogg's Missteps
by Bob F. • Founder & Chief Creative Officer
Brand Disconnect: A Lesson from Wendy's and Kellogg's Missteps
Recent events have spotlighted a growing issue: brands losing touch with consumer realities, particularly around food costs. Wendy's faced backlash over a misunderstood comment on surge pricing, while Kellogg's CEO suggested families eat cereal for dinner to save money, amidst rising grocery bills. These instances raise questions about whether brands are prioritizing profits over genuine consumer engagement.
The diminishing influence of Chief Marketing Officers (CMOs) might be contributing to this disconnect. Historically, CMOs have ensured consumer perspectives shape brand strategies. However, their reduced impact could lead to a gap between brand actions and consumer expectations.
Here’s what brands can learn:
Understand Your Consumers: Brands must deeply understand and empathize with consumers' lives and needs, forming the foundation of all marketing strategies.Empathy and Profit: Balancing financial goals with empathy is crucial for long-term loyalty and trust.Empower Marketing Leaders: Reinforcing the role of CMOs ensures consumer advocacy in strategic decisions.Agility: Brands should be ready to adapt based on consumer feedback to avoid disconnects.Authentic Communication: Genuine communication is key. Consumers can sense insincerity, leading to backlash.
The incidents with Wendy's and Kellogg highlight the importance of staying aligned with consumer needs. Brands must remember that understanding and empathy are central to successful marketing. Let's learn from these examples and commit to marketing that respects and reflects consumer realities.