A lot of what not to do. How can brands become arrogant and out of touch?
When they stop listening to the voice of the customer because they have the giddying power of market share and grp’s and distribution. Brands, like politicians, can be rapidly yanked off of its high horse when they lose touch with their market and operate in their own reality. Brands can learn a lot from the hubris syndrome described below. Here’s some suggestions:
- Brands should not be bullies
- Honesty trumps image
- Substance and authenticity trumps form
- Brands should not take “its selves” too seriously/after all you’re just a soft drink not the cure for cancer
- Brands should not boast
- Brands need to have a genuine and sincere pact with their community in seeking its interest
- Brands need to have a plan and stick to it
- Brands need to keep it real
Owen and Davidson define hubris syndrome:
…as a pattern of behaviour in a person who: (i) sees the world as a place for self-glorification through the use of power; (ii) has a tendency to take action primarily to enhance personal image; (iii) shows disproportionate concern for image and presentation; (iv) exhibits messianic zeal and exaltation in speech; (v) conflates self with nation or organization; (vi) uses the royal ‘we’ in conversation; (vii) shows excessive self-confidence; (viii) manifestly has contempt for others; (ix) shows accountability only to a higher court (history or God); (x) displays unshakeable belief that they will be vindicated in that court; (xi) loses contact with reality; (xii) resorts to restlessness, recklessness and impulsive actions; (xiii) allows moral rectitude to obviate consideration of practicality, cost or outcome; and (xiv) displays incompetence with disregard for nuts and bolts of policy making.
