The Danger of Bad Marketing: A Question of Identity

Bad news travels fast.

One unhappy customer tells ten others.

Those ten tell ten more.

Before you know it, your reputation takes a hit.

Take Bud Light, for example.

In 2023, they partnered with a controversial figure.

The backlash was swift.

Sales plummeted.

Market share dropped.

All because negative word of mouth spread like wildfire.

The Danger of Bad Marketing: A Question of Identity

Good marketing speaks to your customers.

It understands who they are and what they value.

Bad marketing does the opposite.

It creates a divide.

Instead of gently guiding customers to see the value in a product, it shouts at them to change who they are.

It’s like joining the wrong club at a party—you’re instantly out of place.

Take Bud Light’s infamous campaign.

They tried to tap into a new audience but alienated their core customers.

The message didn’t align with the values of their existing base.

The result?

A public backlash and plummeting sales.

Good marketing doesn’t force customers to adopt a new identity.

It strengthens the connection to the one they already have.

It feels like a handshake, not a lecture.

For family businesses, the lesson is clear:

Know your audience.

Speak their language.

And remember, you’re part of their community—not an outsider trying to change it.

The Power of Word of Mouth in Family Businesses

Family businesses come in all sizes.

From the local bakery to global brands like Jaguar.

But when it comes to word of mouth, size doesn't matter.

What matters is reputation.

Negative Word of Mouth Spreads Fast

Bad news travels fast.

One unhappy customer tells ten others.

Those ten tell ten more.

Before you know it, your reputation takes a hit.

Positive Word of Mouth Takes Time

Building a good reputation is like growing a tree.

It takes time.

You plant the seed.

You water it.

You wait.

But once it grows, it stands strong.

Consistency Over Trends

Family businesses often chase trends.

Thinking it will bring quick success.

But deviating from core values can backfire.

Jaguar's recent rebranding faced criticism.

Their campaign was labeled as "woke."

It confused loyal customers.

Stock prices tumbled.

All because they strayed from their identity.

Collect Feedback and Improve

Listen to your customers.

Gather feedback.

Learn from it.

Make improvements.

This turns negative experiences into positive ones.

Over time, positive word of mouth will grow.

Invest in Customer Experience

Deliver what you promise.

Exceed expectations.

A satisfied customer becomes a brand ambassador.

They'll spread the good word.

And that's the best marketing you can get.

The Bottom Line

Negative word of mouth can damage any business, big or small.

Positive word of mouth takes time to build but lasts longer.

Stay true to your core values.

Listen to your customers.

Invest in their experience.

That's how family businesses thrive.

Because in the end, your reputation is your most valuable asset.