Houston Rockets general manager Daryl Morey apologized on Twitter over a now-deleted tweet that spoke in support of Hong Kong protesters. Dean Crutchfield, CEO of crisis advisory firm Crutchfield and Partners, and CNBC’s Eric Chemi join the “Power Lunch” team to discuss. Here’s the link.
Category: B2C
PR Week – How the NBA made a no-win situation worse
“Agency experts, including a former communications executive with the league, say its initial public response inadvertently juiced the crisis….
With that in mind, Dean Crutchfield, CEO of Crutchfield + Partners, says the NBA should have exercised another option: dismiss Morey. Crutchfield says other employers would find rogue commentary of a sensitive geopolitical nature grounds for termination, especially if it was about a critical and growing geographic market, regardless of how well-meaning the message.
“If a senior executive and important representative of Apple came out with a remark like that about their most successful business unit, that executive wouldn’t be there anymore. It simply wouldn’t be tolerated in a corporate environment,” states Crutchfield. “It was one man, one tweet; they should have fired him and fired him fast.”
If they had, instead of making a statement about democracy and free speech, the NBA would have addressed business protocols and guidelines in relation to social media.
“The statement would read something like, ‘This is not how our people behave on social media, uncontrolled and with no regard for their professional responsibility. His personal opinion should have been kept to himself given the platform he has being part of this organization,’” says Crutchfield.
Brilliance Versus Trust?
Conundrum or simple decision? You decide:Bril·liance
ˈbrilyəns/
noun
noun: brilliance; noun: brilliancy
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intense brightness of light.“the nights were dark, lit only by the brilliance of Aegean stars”
Synonyms: brightness, vividness, intensity -
Vividness of color.
Synonyms: brightness, vividness, intensity -
Exceptional talent or intelligence.“he’s played the stock market with great brilliance”
Synonyms: genius, intelligence, wisdom, sagacity, intellect 
Trusttrəst/noun-
Firm belief in the reliability, truth, ability, or strength of someone or something.“Relations have to be built on trust”
Synonyms: confidence, belief, faith, certainty, assurance, conviction, credence; reliance
“Good relationships are built on trust”Law: Confidence placed in a person by making that person the nominal owner of property to be held or used for the benefit of one or more others.verb: believe in the reliability, truth, ability, or strength of.
“I should have trusted her”
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Turn Me On
Gr
eat brands are about storytelling and brand voice success comes when you mitigate the turned-off reaction.
Too Late
Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead…Ouch
Sticky Content
91% of mobile users say that access to content is very important. Doh
Keep Up
For brand voice to truly work, a journalistic approach is required, much like a daily newspaper needs fresh content.
Stand Up
To stand out in today’s world, #brands need to be more malleable to cross audiences and still remain relevant.
Procter & Gamble Co. is striking back in the razor wars
Category busters abound, P&G fires a salvo with a digital campaign taking aim at online rival Harry’s and Dollar Shave Club. Here’s what I shared with Sharon Terlep at The Wall Street Journal:“Being less serious — and less ostentatious — is a smart move for Gillette, which turned consumers off with decades of marketing aimed at making men feel obligated to buy its razors. The category has been dominated by inadequacy marketing, with things like ‘The best a man can get,” Gillette’s tagline. The Dollar Shave Club and Harry’s come at it with something fun and innovative. The “Welcome Back” concept creates some curiosity, and that’s what it’s about. The question is: Is it too late?”
PUNCH & KISS 