Brand Deprecation

Companies show transparency in their failures to humanize their brand

Implications - In the social media age, consumers have become more skeptical of big brands than ever. What they respond best to is transparency, an extreme form of which is self-deprecation and acknowledgement of failures. This speaks to the value of failure and the humanization that directly battles mistrust of brands.
SCORE 4.7
Popularity
Activity
Freshness
Megatrends
Patterns
66,947 Total Clicks
Dec 14 - Dec 16
This Year and Untested
Marketing
Featured Examples
Self-Deprecating Furniture Ads - The IKEA Assembly Fail Billboards Riff on Its Own Reputation
SCORE 4
Mild 2,162 Clicks Pub: Feb 10, 15
Self-Deprecating Furniture Ads
The IKEA Assembly Fail Billboards Riff on Its Own Reputation
The IKEA Assembly Fail billboards are a lighthearted riff on the company’s reputation when it comes to the struggles of assembling a piece of its furniture at home. By Hamburg-based agency... [More]
Hilariously Apologetic Commercials - The Arby's We Have Pepsi Campaign Admits the Company Messed Up
SCORE 4.8
Average 577 Clicks Pub: Dec 4, 14
Hilariously Apologetic Commercials
The Arby's We Have Pepsi Campaign Admits the Company Messed Up
There are those who try to skirt around a mistake and others who simply own up to it; Arby’s commendably fell into the latter category earlier this week when it released a clever campaign... [More]
Deprecating Burger Videos - Arby's Pays Tribute to Jon Stewart's Last Daily Show with a Fun Video
SCORE 4.2
Average 146 Clicks Pub: Aug 8, 15
Deprecating Burger Videos
Arby's Pays Tribute to Jon Stewart's Last Daily Show with a Fun Video
Now that the last Daily Show with Jon Stewart has officially happened, dozens of tributes to the late-night talk show host are flooding the web. As a brand that has taken quite a beating from... [More]
Punny Furniture Ads - IKEA Malaysia Promotes Its Upcoming Sale with Various IKEA Puns
SCORE 3.9
Mild 259 Clicks Pub: Nov 3, 15
Punny Furniture Ads
IKEA Malaysia Promotes Its Upcoming Sale with Various IKEA Puns
A viral video of a man who annoys his wife with a series of IKEA puns seems to be the inspiration behind this IKEA Malaysia ad. The original video follows a man on a trip to IKEA who uses whatever... [More]
Honest Acne Commericials - Clearasil Creates an Ad that Admits "We Know Acne, We Don't Know Teens"
SCORE 2.7
Mild 135 Clicks Pub: May 23, 16
Honest Acne Commericials
Clearasil Creates an Ad that Admits "We Know Acne, We Don't Know Teens"
Clearasil has taken some notes from those honest posters that have been popping up on the Internet over the last couple of years and created its own honest commercial. Embracing the tag line, “... [More]
Apologetic Unemployment Strategies - Brooklyn Law School is Offering a 15% Tuition Refund for Grads
SCORE 1.5
Untested 103 Clicks Pub: Jul 20, 15
Apologetic Unemployment Strategies
Brooklyn Law School is Offering a 15% Tuition Refund for Grads
Unemployment and underemployment for college graduates is an enormous problem, which one law school is trying to make ammends for by offering a partial tuition refund. If the purpose of post-... [More]
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