brands under fire
Posted by Sheila Shayon on August 14, 2014 04:27 PM
It's been a rough year for SeaWorld, the ocean-themed amusement park/zoo known for its sea animal performaces, especially its orcas.
But the very star of the park's programming is also responsible for its decline, as activists and consumers become increasingly outspoken about animal rights following the release of the documentary "Blackfish," which told the story of Tilikum, a giant SeaWorld orca that killed a trainer in 2010, the most recent of 3 deadly incidents with the same whale.
Now, a year after the film aired on CNN to 21 million viewers, the effect is impossible to deny: SeaWorld's second-quarter revenue came in a $405 million, far below the expected $445 million, causing the brand's stock to plunge 33 percent and S&P to cut the company's credit rating.
“Until today’s report we were willing to . . . take SeaWorld’s word that there was no discernible impact,” Tim Nollen, of investment firm Macquarie, told The Guardian. “This report was notably worse than previous reports.”
Company executives acknowledged that the decline was in part because of negative media attention and proposed legislation in California that calls for a federal study on the impact of captivity on large marine animals.Continue reading...
Posted by Dale Buss on July 29, 2014 09:12 AM
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brands under fire
Posted by Sheila Shayon on January 15, 2014 07:27 PM
Blackfish, shortlisted for an Academy Award Best Documentary nomination, chronicles the life of SeaWorld's largest killer whale, Tilikum, who killed his trainer, Dawn Brancheau, in February 2010, as well as two others in previous incidents.
The controversial film includes behind the scenes footage of SeaWorld's orca shows, including shocking footage of the species' cruel treatment in captivity and the pressures of the multi-billion dollar sea-park industry to exploit the animals.
SeaWorld called the film by Gabriela Cowperthwaite "shamefully dishonest, deliberately misleading, and scientifically inaccurate," as a surge of petitions and protests surfaced on social media.
But there's an unlikely brand caught in the crosshairs: Southwest Airlines.Continue reading...
Posted by Mark J. Miller on November 18, 2013 07:21 PM
Research firm YouGov BrandIndex has crowned Southwest Airlines the king of brand awareness among US airlines, according to a new survey. The announcement follows the largest US domestic carrier being designated as the airliner most easy to deal with worldwide.
52 percent of respondents put Southwest on top for "Purchase Consideration" and 32 percent put the airline above all others for “Ad Awareness.” Purchase consideration measures which brand consumers are most likely to purchase from next while ad awareness asks which brand consumers have seen ads for in the past two months.
Southwest is head and shoulders above American Airlines, United Airlines, and Delta, which had Ad Awareness between 18 to 21 percent. In Purchase Consideration, the other travel brands all ranked in the mid-thirties. Southwest, for one, is very engaged across different social media channels including Facebook, YouTube and Twitter.Continue reading...
Posted by Mark J. Miller on October 30, 2013 01:52 PM
Virgin head Richard Branson has never been afraid to spice things up a bit. His companies, like Virgin America, also have a bit of a flair for the dramatic. Throwing inhibitions to the wind, the airline had debuted its new safety video—a humorous song-and-dance number that runs through the air travel rules that most passengers snooze through.
An update to its current animated video, the new version features everything from sultry flight attendants to dancing nuns—and is admittedly hard to take your eyes off of, and certainly pushes the in-flight safety dance trend further than, say, Cebu Pacific Air's dancing safety demonstrations.
But as Ad Age notes, Virgin's video may wear out its welcome a whole lot faster: It “initially charms but then quickly becomes kind of exhausting," it comments. That probably isn’t the reaction Virgin was going for, though those that fly Virgin often are likely to feel that way after having to sit through the Glee-like performace a few times.Continue reading...
Posted by Mark J. Miller on October 23, 2013 02:37 PM
In a world that can be a bit complicated and overwhelming, consumers generally love when a brand delivers simplicity. According to the US portion of a new global "simplicity" study from New York-based branding firm Siegel+Gale, Amazon is the simplest brand for US consumers to engage with, followed by Netflix.
"You think about our lives today and all the experiences people are having with multiple screens and multiple interactions,'' Kathleen Kindle, a Siegel+Gale strategy director for brand development, told USA Today. "Brands that offer a respite from all of that, a transparent and easy experience to their customers'' can have an advantage. "We could all use a little less complexity in our daily lives.''
The simplest US travel brand, according to the study, is Southwest Airlines, which ranked at No. 9 worldwide according to the 1,500 respondents to the survey, which was conducted in May and June. JetBlue came in second in the US, but was ranked at No. 44 globally.
“The perception that Southwest offers fair prices that don't dramatically spike because of a host of extra fees being tacked on is key to customers feeling the airline is easy to deal with," Brian Rafferty, director of global research for the firm, told USA Today.Continue reading...
Posted by Dale Buss on July 31, 2013 09:20 AM
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