 |
| Mel Gibson as Colonel Sanders |
It’s easier for a business to rebrand after a fall from grace, than it will be for Mel Gibson. Corporate leaders can dismiss a CEO at the center of a scandal, implement new company policies to prevent further mishaps, or create an innovative strategy to demonstrate a commitment to positive change. When post-crisis branding is done correctly, there is an acknowledgement of the incident, an expression of regret for damage done, and restitution to the stakeholders who incurred a loss as a result of the occurrence.
Post-crisis Branding 101
In October of 1982, the Tylenol brand was at the center of a scandal that is now viewed as a textbook example on public relations crisis management. When a sociopath removed several bottles of the #1 selling pain reliever from retail store shelves in Chicago, tainted them with 10,000 times the lethal dose of cyanide, and placed them back on the shelves, a chain of events ensued, including seven deaths, a nationwide panic, and a the most frenzied media storm since the JFK assassination. In the midst of the incident, it was believed that Johnson & Johnson would never be able to use the name Tylenol again–the tragedy was too great. And yet, the brand prevailed because Johnson & Johnson did exactly what companies and individuals should do in the midst of a brand scandal:
1. Immediately acknowledge the incident.
2. Take responsibility rather than assign blame.
3. Stop advertising. Don’t push product when your credibility is in question. (In the case of Tylenol, $1M of product was pulled from store shelves and advertising was replaced by TV spots expressing concern and instructions for public safety.)
4. Cooperate with the media – they’ll print their story (and the public will form an opinion) with or without your input.
5. State a plan of correction, prevention and restitution. (Tylenol introduced triple tamper proof packaging, offered significant product discounts, and let consumers trade in their capsules for tablets.)
6. Follow through on your promise.
During the crisis, Tylenols’ 37% market share plummeted to 7% but bounced back to 24% just two months after their focused and strategic response. They emerged from the tragedy stronger, better prepared to prevent future incidents, and respected by consumers and the business community for their integrity in the midst of an unfathomable disaster. (BP take note.)
Today most companies and individuals don’t have the courage to follow this example. One, because it costs money, and two, because it involves taking responsibility for oneself - an endangered quality in today’s world of narcissism — which brings us back to Mel, who’s probably taking a lot of Tylenol these days.
Lethal Weapon 5, Starring Mel Gibson's Mouth
Mel never fully recovered from his last episode of rants peppered with anti-Semitic commentary. After his most recent performance in the phone call heard round the world, Mel no longer has the luxury of being a jerk. He has already destroyed his credibility and offended the masses. His name will always be associated with one of the most disgusting and demeaning dialogues in entertainment history. Perhaps he could have taken responsibility for himself and apologized for his behavior in a tell-all movie, but the title “Despicable Me” was already taken.
Instead of making a prompt and sincere media statement to own up, he had his high priced attorneys say (with straight faces) the same thing any bush league attorney right out of a correspondence law school would have said - “Mel’s message was taken out of context.” Really? In what context is it okay to call the mother of your child a whore, spew racial slurs, and instruct a woman to perform a specific sexual act on you prior to apologizing? Beats me.
No matter what Gibson says going forward, the public may forgive, but will unlikely forget the past. Your personal brand is equal to the collective impressions others have of you - but some impressions weigh more than others. In Gibson’s case, there’s no great act he can commit that will negate this incident and restore the credibility and adoration he once had. Unless he brings about world peace or finds a cure for Cancer, he’s better off joining the witness protection program. Brand damage is the gift that keeps on giving. Will he make more movies and more money? He will. Will he find more beautiful women to abuse? Of course! But at what cost? Like Bill Clinton who, despite his good deeds, will be forever tied to the Monica Lewinsky incident, Gibson will be eternally linked to his past transgressions. Actors and presidents may recover more easily than the average Joe, because there are always people willing to defend even the most egregious acts of the rich and famous. But the lesson to be learned for the rest of us is: live every moment as if you were on camera or on record, because at some point, you will be.
