Comments on: How Bad Can It Get For a Marketer? Sony Lives Every Brand’s Nightmare http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/ Copywriting Beyond the Words :: The Freelance Writer's Life Wed, 04 Nov 2009 18:46:36 -0500 http://wordpress.org/?v=2.8.5 hourly 1 By: Tom Chandler http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/comment-page-1/#comment-3133 Tom Chandler Mon, 12 Mar 2007 21:05:47 +0000 http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/#comment-3133 Jose: It's gotta be tough for a big company to realize they've lost control of their brand online. It's a recurring topic at my Engagement Principles blog. You can influence the discussion, but it's difficult to control it... Jose: It’s gotta be tough for a big company to realize they’ve lost control of their brand online. It’s a recurring topic at my Engagement Principles blog.

You can influence the discussion, but it’s difficult to control it…

]]> By: Tom Chandler http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/comment-page-1/#comment-3131 Tom Chandler Mon, 12 Mar 2007 20:38:58 +0000 http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/#comment-3131 Carson: I spent a few minutes wondering at the decision-making process surrounding the Sony disaster. I've watched some marketing disasters unfold from the inside, helpless to stop The Really Bad Ad Concept or Wholly Misdirected Direct Mail Campaign, but never anything this bad. They even lied poorly, not bothering to cover their tracks. I wonder if the lack of covert action wasn't a form of protest by worker bees forced into this course from somewhere up the food chain... Carson: I spent a few minutes wondering at the decision-making process surrounding the Sony disaster.

I’ve watched some marketing disasters unfold from the inside, helpless to stop The Really Bad Ad Concept or Wholly Misdirected Direct Mail Campaign, but never anything this bad.

They even lied poorly, not bothering to cover their tracks. I wonder if the lack of covert action wasn’t a form of protest by worker bees forced into this course from somewhere up the food chain…

]]> By: Jose http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/comment-page-1/#comment-3129 Jose Mon, 12 Mar 2007 20:02:58 +0000 http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/#comment-3129 Tom, Web 2.0 is giving power to consumers on a global scale to communicate their displeasure with a company that neglects to consider how their desisions affect their customer base, and ultimately their own bottom line. I think it is a wake up call for large Corporations. Tom,

Web 2.0 is giving power to consumers on a global scale to communicate their displeasure with a company that neglects to consider how their desisions affect their customer base, and ultimately their own bottom line. I think it is a wake up call for large Corporations.

]]> By: Carson Brackney http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/comment-page-1/#comment-3128 Carson Brackney Mon, 12 Mar 2007 19:36:20 +0000 http://copywriterunderground.com/2007/03/10/how-bad-can-it-get-for-a-marketer-sony-lives-every-brands-nightmare/#comment-3128 An amazing tale of weirdness and the snowballing of foolish decisions. I'll be forever baffled at Zipatoni's work on this one. I can understand/believe the largewigs at Sony being too out of touch to make a smart call, but Zipatoni... The copy and content antagonized the target audience from the beginning. At least one of the actors used appeared on Zipatoni's own site. The domain was sloppily registered to Zipatoni for all to instantly discover. Etc., etc., etc. This is what happens when one tries to apply top-down control in this environment. Disaster. I have this great analogy about the difference between taking a herd of cattle on a long drive across the open prairie and lassoing a single calf in a ring. It has something to do with marketing, control, persuasion and having the courage and sanity to let go when you need to let go. Unfortunately, I'm too scattered at the moment to make that into a well-written and thought-provoking keeper, so I leave it to someone else to connect dots. Carson An amazing tale of weirdness and the snowballing of foolish decisions.

I’ll be forever baffled at Zipatoni’s work on this one. I can understand/believe the largewigs at Sony being too out of touch to make a smart call, but Zipatoni…

The copy and content antagonized the target audience from the beginning.

At least one of the actors used appeared on Zipatoni’s own site.

The domain was sloppily registered to Zipatoni for all to instantly discover.

Etc., etc., etc.

This is what happens when one tries to apply top-down control in this environment. Disaster.

I have this great analogy about the difference between taking a herd of cattle on a long drive across the open prairie and lassoing a single calf in a ring. It has something to do with marketing, control, persuasion and having the courage and sanity to let go when you need to let go.

Unfortunately, I’m too scattered at the moment to make that into a well-written and thought-provoking keeper, so I leave it to someone else to connect dots.

Carson

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