Power of Branding: Lessons Learned from the Oscars
Estimated Read Time: 3 minutes
When it comes to recognizable brands, there is perhaps none more famous than the Oscars. What began in 1929 with a small ceremony of just under 300 people, is now broadcast to millions around the world. But what happens when a popular brand gets a black eye?
At the 94th Academy Awards on March 27, 2022, Will Smith walked onstage and slapped Chris Rock across the face, then returned to his seat and told Rock, twice, to “Keep my wife’s name out [of] your &^%$#%^ mouth!”
As a result, Will Smith received a ten-year ban from attending the event, and now, it’s hard to imagine the Oscars without remembering that infamous moment.
In the world of branding, we call this an uncontrollable touchpoint, and often, it can derail the most well-thought-out plans to form a reliable trust with your audience.
Before we continue, let’s talk about touchpoints:
Touchpoints are any extension of the brand that your audience will come in contact with. They serve as an opportunity to strengthen the brand while communicating its essence.
The goal with touchpoints is to have them align into a seamless pattern of brand unity – ensuring that nothing detracts from audience expectations. Each touchpoint serves as an opportunity to strengthen the brand while building loyalty and advocacy. In the end, all communications and cumulative experiences that form perceptions must deliver on the established promise at each touchpoint.
In the case of the Will Smith incident, the Oscars presentation failed to deliver on their promise of providing a glamorous night filled with stars. While there were plenty of stars on hand that night, the last thing anyone expected was for any of them to get into a physical altercation in front of millions of viewers. But is it fair to blame the Oscars? Clearly this was the last thing they could have imagined or wanted for such a high-profile event, and yet, their public perception was forever damaged as a result.
So, what do you do when something beyond your control negatively affects your brand?
Well, in the case of the Oscars, they did very little at first, facing criticism for their handling of the situation, and questions about their preparedness for such unforeseen events. Eventually, the Oscars were forced to review and reinforce their policies on conduct and crisis management. Industry reactions were mixed though, with some condemning Smith’s actions and others pointing to deeper issues within Hollywood that the incident had inadvertently highlighted.
In most cases, the idea is to have enough controllable touchpoints to counter any uncontrollable ones. In addition, it’s crucial to have a plan in place for dealing with the unexpected. By ignoring issues that can negatively affect your brand, whether you are responsible for them or not, you run the risk of allowing perceptions to control the narrative.
In spite of the Oscars’ initial reaction, the incident ignited discussions on several significant topics, including the role of live television in real-time controversies and how such moments are memorialized in the digital age. It resulted in a wake-up call for the entertainment industry to reflect on its values, the behavior it condones, and how it addresses conflict.
Like any relationship, B2B connections thrive on trust and credibility. This requires authenticity and transparency in your interactions. Should you make a misstep, or an uncontrollable touchpoint arises, it’s important to take ownership, regardless of who is to blame.
While the Will Smith event may have initially cast a shadow over the Oscars, it also provided an opportunity for growth, prompting necessary conversations and changes that could lead to a more respectful and dignified celebration of cinematic excellence in the future.
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brandRUSSO was established in 2001 by Jaci and Michael Russo, representing a global portfolio of B2B clients in the professional services and manufacturing industries. As a strategic branding agency, we believe in the promise behind the brand, and that by changing the conversation we can inspire and motivate consumer behavior.
