Brand Management
Bad Marketing Management
by Michael Shipe on Feb.07, 2009, under Brand Management, Business, Internet Marketing
The other day, some friends of mine were researching the rumor that someone had found a cure for HIV/AIDS. After reading the Wikipedia entry on it, he went on to some news site that had written a story about it.
They are not marketing nerds, so I was a little disappointed when my exclamation and finger pointing at the advertisement fell on d
eaf ears.
Someone was not doing their job and let the advertising they spent good money on denigrate Johnson & Johnson’s K-Y Jelly. Who thought K-Y would be good to associate with HIV/AIDS?
This just goes to show how thorough you have to be in building your brand. Marketers who think they can just throw money out will find themselves hurting themselves unexpectedly. Maybe they thought, “Since some prince in Africa has cured AIDS, people will be buying more K-Y!”
