Before we go any further let’s be clear on this: I deplore, abhor, and am utterly disgusted by the revelations of the last few days over the NOTW hacking scandal. It is breathtaking to believe just how low people will go, and I suspect we are now facing months of ongoing revelations that will have repercussions all around the media and the political world.
Who knew what, who did what, who’s noses are clean, and who’s are very, very dirty. All these questions will be worked over time and time again and hopefuly the guilty will be brought to account.
But let’s look at the instant lessons for a brand: Just days ago the NOTW was a strong brand in UK media, a little tarnished from recent revelations but still viable (and apparently extremely profitable).
Now it is worthless. No one wants to be associated with it. Those who are associated are running away as fast as possible. minutes ago it was announced that after this weekend the paper will be killed off. As I write this there are suggestions that there will be no advertising this weekend and any revenues will be donated to charity. These things still to be confirmed.
Suppose you were the owner of the paper today, what would you have done? and how would your answer differ if it was your only business, not one of a larger stable of strong titles?
Sometimes a brand’s reputation is irretrievably damaged and the only answer is to kill it as quickly as possible. Move on, put the damage far behind you as quickly as possible, accept the judgement of your audience, you’re not wanted anymore.
But where do you go next?
There is a healthy skepticism (cynicism?) about the media, it’s influence and it’s agendas. So if News International try to replace the NOTW with another title (such as the ‘Sunday Sun’) too quickly will that also be rejected? Will the anger created around one brand transfer itself and damage it’s replacement? Just how transferable are brand sentiments? We shall now see.
Never, ever lose sight of the fact that you can only hope to influence the public perception of your brand, your audience (clients, customers) will decide what that brand represents. And if catastrophe strikes, then just like the victims of a tsunami, you will have no viable defence.
Good riddance, News Of The World. I for one won’t mourn your passing. Hopefully this day will see the start of a move toward more responsible journalism and a death to the excesses of the past.
