First Impressions Count

Jet Star is struggling to get off the ground. It is hard to believe an airline with the experience and resource such as Qantas could get it so terribly wrong. While they may put it down to ‘teething problems’ the New Zealand public are unlikely to be as dismissive. The current global economic predicament seems to be completely lost on Jet Star and their advisors. This is no time to ‘get it wrong’.

Not only are they off to a bad start but their response suggests they are hell bent on making things worse. Full page apologies might make the advertising agency happy but it cuts no ice with today’s consumer. It is possible to make a mistake and enjoy a great recovery. In fact there are some great cases of businesses that have turned a ‘screw-up’ into an opportunity to engage with customers; because mistakes can happen. As Alan Martin famously said, “it’s the putting right that counts”. He didn’t say, “An ad in the paper will put it right”
Come on guys this is pathetic, you are well on the way to becoming the 'Skoda of the sky'.

Something truly frightening is happening in the corporate world right now. These businesses are either being run by ‘unqualified communications executives’ or they are getting atrocious advice (or perhaps both).
Jet Star are not alone in the dunces corner. With them stand Cadbury who have recently tried to slip passed their trusting customers a shrunken chocolate block full of Palm oil. Whittakers, the eagle eyed competitor, spotted the sleight of hand and ratted on them. (Good honest Whittakers); this only weeks out from Readers Digest announcing Cadbury’s as our most trusted brand (yeah right).
Joining the duo is Methven, New Zealand’s iconic tap ware manufacturer. They have come to the attention of the Commerce Commission (once again courtesy of a helpful competitor) for allegedly ‘telling porkies’ in their ads about one of their showerhead’s ability to deliver savings to consumers.

At a time when businesses are trying to make efficiencies (and need to get it right) we instead are witnessing horrendously expensive screw-ups. These mistakes are costing business hundreds of thousand of dollars in unnecessary expenditure, lost sales and long term ‘brand damage’.
Sure strong brand reputations can weather storms better than the also-rans but having a reputation also means it can sustain damage; damage that could take years to repair.
Now if anyone from Jet Star, Cadbury or Methven are reading this, then here is the best advice you will ever get and it won’t cost you a cent.
A brand is simply a reputation that resides in the minds of others. Like any reputation it can sustain damaged. Human nature demonstrates that you can get ‘it’ right a thousand times and do yourselves proud; but get it wrong once and you will get a caning.
But if you do get it wrong please don’t apologise; simply get some grown up help and put it right.