Socio-economic marketing and brand risk - selected weekly updates

Facebook investor, Trillium Asset Management, files letter with the SEC demanding that the firm set up a risk oversight committee to better manage numerous and ongoing risks --  another example of “brand risk” rising to the level of investor concern.

"The sheer volume, magnitude, and frequency of Facebook's controversies strongly suggests that the company's whack-a-mole approach is insufficient - Facebook needs to institutionalize stronger risk oversight mechanisms," Trillium said…”

Investor urges Facebook to set up risk oversight committee. Yahoo Finance. April 18, 2018

 

In digital media, you get what you pay for: cheap media invites more brand placement risk.

“If you want an absolute brand safe environment, there is a cost-premium to that. There’s also a societal issue because when there’s a brand safety issue, it results in the ad being pulled and that affects the publishers involved.  We need to find a way to manage brand safety that doesn’t just lead to turning off digital spend.…”

 UM's new brand safety officer discusses risk and media. Mumbrella Asia. April 20, 2018

 

Yeti Coolers face boycott and videoed destruction after the cooler company seemingly cancels a National Rifle Association discounting program.  And while Yeti says it’s a mistake, NRA members are angered.

“But the damage had already been done, and NRA supporters had taken to destroying Yeti coolers in a variety of explosive ways. Some filled the cooler with Tannerite explosive rifle targets and, like Atkinson, shot it and blew it up in a field. Others shot holes through the stainless steel Yeti tumblers in their back yards or basements. One man crushed a Yeti tumbler in a vise…”

NRA supporters are blowing up Yeti coolers.  The Washington Post. April 24, 2018

 

Revolt led by women leads to ouster of male executives at Nike.  The footwear company adds another item to a growing list of brand risk events.

“Finally, fed up, a group of women inside Nike’s Beaverton, Ore., headquarters started a small revolt.  Covertly, they surveyed their female peers, inquiring whether they had been the victim of sexual harassment and gender discrimination. Their findings set off an upheaval in the executive ranks of the world’s largest sports footwear and apparel company…”

 Nike women rebel. The New York Times. April 28, 2018