Brands are all about emotions. Yes – emotions first, logic second. The loyal supporters – fans, consumers or followers – are emotionally engaged with the brand story and will willingly give of their preference and pockets to their cherished brands.
But what happens when the brand does something the consumers don’t like – as has been the case of the All Black Jersey and their Corporate Supporter – Adidas.
All Blacks are part of the Kiwi cultural DNA and therefore our core identity. And fans have been hugely upset by the fact that the All Blacks rugby jersey cost almost twice as much in NZ when much cheaper jerseys can be purchased off shore. And then to add salt to the wound, NZ got removed from some of the sites so Kiwi fans couldn’t even do this!
When fans start to feel taken for granted, “ripped off”, forgotten or disadvantaged in some way, then brand integrity is at stake big time and brand reputation comes under challenge. (more…)