33 Branding Experts On How Subway Should Handle Foglegeddon
Rebecca Brooks, who co-founded Alter Agents, a research firm that represents cruise lines, adds:
It’s a safe bet no one envies Subway’s marketing team – or its reported new CMO – in the wake of the unprecedented implosion of its longtime spokesman. The brand is facing a situation that will likely become a reputation management case study for years to come. While Subway wasn’t complicit in the actions of its longtime spokesman, Jared Fogle, the range of responses from branding experts – from laying low to undergoing a major shift and seemingly everything in between – underscores the complexity and delicate nature of the issue at hand.
Whether the Subway brand is able to rebound and reinvent itself or it becomes a late night talk show punchline for years to come remains to be seen. But here are 33 branding experts on their Subway strategies.
Tactic 1: Do Some Soul Searching
Jon Bailey, Chief Relationships Officer at The i.d.e.a. Brand
The danger with spokespeople is they become an embodiment of the brand and you’re charging them with really becoming the front face of your brand. That comes with consequences.
For Subway, it worked well for many years, and when it doesn’t work, it really doesn’t work. It’s not like having a brand ambassador that is sort of there because they love your brand and are genuine, authentic people. When you pay a spokesperson to be the front of your brand, there are all kinds of consequences.
If I was the CMO of Subway, the first thing I would do is completely disassociate from that spokesperson and second would be to refocus on the brand and what their brand really means to consumers and the public in general.
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