Brand Communication and Reputation Management

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1 Brand Communication and Reputation Management Student Name Student ID Professor Name Course Name January 10, 2022

2 Introduction To complete this task, read the letter that explains the motivations behind Extinction Rebellion and its climate change goals. Gillette, a men's grooming product, and Bounce, a fabric cleaning product, were reviewed in this assignment to illustrate how both businesses responded to the Extinction Rebellion and the changes they brought to the firm to aid the environment. Extinction Rebellion's Goal with the Letter The global environmental movement Extinction Rebellion (XR) aims to raise awareness about climate change and the plight of numerous species in danger of extinction. In October 2019, members of the Extinction Rebellion movement sent an open letter to António Guterres, the Secretary-General of the United Nations, urging him to take quick action in response to the global catastrophe (Cambria and White, 2014). The letter referred to climate change, which labelled it an "unprecedented global emergency" with "catastrophic and irreversible ramifications" for the world and its population. Immediately, swift action must be taken to avert "the worst of the projected disastrous effects." The letter also called on governments to take action, noting the need to reduce emissions, preserve biodiversity, and not forget those who would be most negatively impacted (Govers, 2013). The letter was a crucial part of Extinction Rebellion's more extensive campaign since it brought attention to the climate crisis and the need for immediate action. This letter aims to provide the facts and the current state of the situation clearly and transparently to make the severity of the climate emergency visible and to put pressure on governments and leaders to take action. The letter intended to alert the world to the global severe problem's seriousness and

3 Extinction Rebellion's primary goal is to persuade governments and other authoritative institutions to make a rapid and forceful transition away from a fossil fuel-based economy and towards a more sustainable and green future. By engaging in civil disobedience that does not resort to violence, XR hopes to draw attention to the gravity of the current climate situation and encourage authorities to take action. To have governments and leaders openly recognize the climate catastrophe and commit to taking urgent, effective action was the ultimate objective of Extinction Rebellion. The coalition's mission was to raise awareness about the urgency of combating climate change before it is too late and catastrophic consequences are felt by everybody (Morgan, Pritchard, and Pride, 2011). Communication by UK Ad Agencies and Clients There has been a wide range of reactions to XR's strategies from UK advertising firms and their clients. Some organizations have chosen to support the Extinction Rebellion (XR) movement by offering financial backing or developing initiatives that echo the XR cause. For XR, for instance, Saatchi & Saatchi launched a campaign titled "Act Now," in which they urged people to become involved with the cause. Some advertising firms, including Grey London, have publicly distanced themselves from the XR demonstrations because of their damage (van Noort et al., 2015). Complex factors must be considered when deciding whether to participate in XR or avoid it. Advertising firms and their clients could benefit from working with Extinction Rebellion because of the possibility of reaching a new audience and developing a meaningful relationship with that audience. Advertising firms and their clients may see an improvement in their brand's public standing if they join forces with XR to combat climate change. Advertising firms in the

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4 UK and their clients need to rethink their performance criteria in light of the new ways consumers interact with companies. Dentsu, a Japanese advertising firm, uses advanced data analysis in its media planning to improve campaign performance across several key performance indicators (KPIs). These KPIs include, but are not limited to, exposure, recall, and return on investment (Xu and Xiong, 2020). New technologies, such as artificial intelligence (AI) and machine learning, should be used by UK advertising companies and their customers (ML). Mindshare, a US-based ad tech business, has used AI to improve ad placement and personalization, leading to more successful campaigns. When it comes to maximizing the impact of their communications, UK advertising companies and their clients should put money into improving the quality of the customer service they provide. In China, Ogilvy has used a unified strategy that blends conventional and digital marketing channels to provide a more streamlined customer experience (Rossiter, Percy, and Bergkvist, 2018). To better understand their consumers and develop successful campaigns, UK advertising companies and their clients should try to harness data insights. The Dutch advertising firm N=5 has employed data analytics to significant effect in creating ads that speak directly to the preferences of each of its clients' specific clientele (Martin, CBE, and Burke, 2012). The Global Activity within 24 Months Gillette Developing and releasing new goods and services:

5 Gillette, the world's most prominent producer of shaving equipment, has a long history of being a trendsetter in the industry. By adapting to the demands of its customers, the organization has managed to remain ahead of the curve. Gillette's success and continued expansion may be attributed to the company's dedication to creating products with the client in mind. Gillette's Fusion ProGlide razors are among the company's most current offerings. This cutting-edge tool aims to make shaving more accessible and pleasant. The ProGlide's smaller blade, enhanced blade geometry, and updated lubricating strip all contribute to an already excellent shaving experience. The redesigned razor's ball joint allows for more angular adjustments throughout the shaving process. Gillette has developed innovative new goods and services to serve its clientele better. Customers may regularly sign up for the Gillette Shave Club and get fresh razors and blades. The items will be delivered to the customer's door at their chosen intervals (Hermann, 2020). Customers have expressed their appreciation for this service's ease and low cost. Gillette has spent money on technology to improve their service to clients. Gillette's first sensitive-skin razor, the SkinGuard, uses a precision trimmer to minimize irritation. The razor's innovative construction also makes for a less-irritating shave and a more pleasant experience overall. In addition, the Gillette Shave Science app was developed via a partnership with Amazon. In addition to ratings, this app also offers individualized suggestions for razors and other shaving supplies. In general, Gillette has successfully maintained its market dominance by consistently releasing innovative new goods and services. Gillette has successfully expanded its business and kept its position as the market leader in the shaving sector because of its dedication to listening to and responding to its customers' needs in creating new products. About 10.6 million women's and 9.6 million men's rechargeable razors will be in use in the United Kingdom by 2020. The

6 Gillette Series of men's shaving foam, gel, or cream will be the third most purchased in 2020 (da Camara, 2011). Marketing and Advertising Campaigns Gillette is recognized as a market leader in razors and other male grooming products. Over the years, the company has poured resources into marketing and advertising to expand its customer base and increase revenue. One of the most famous advertising campaigns ever was "Gillette Revolution," which ran in the late 1990s and used the tagline "The Best a Man Can Get." Sales and market share were both significantly increased because of this campaign's effectiveness. Since then, Gillette has poured resources into marketing and advertising to maintain the razor's prominence in the marketplace. The company has utilized several advertising channels to spread the word to prospective customers, including television, newspaper, and social media promos. Gillette has sponsored major sporting events and organisations like FIFA to increase brand awareness and attract new customers. Gillette has released many innovative products, such as the Gillette Fusion ProGlide and the Gillette SkinGuard safety razors. The corporation will likely maintain its dominant market position if consumers like these new products. Gillette's global advertising and marketing campaigns have been very successful, helping the company maintain its position as a market leader and a household name throughout the globe. Gillette has spent much on marketing and advertising to draw in and keep customers, increase sales, and keep up with the competition. Almost $6.7 billion will be placed on the Gillette brand in 2022. But by 2021, the brand's value will have increased to $7.55 billion (Ahmad, Musa, and Harun, 2016). Real Life Example

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7 Gillette is a model of a firm that consistently delivers above and above for its clientele. Founded in 1901, this corporation has become a global powerhouse in the grooming sector. C2Gillette's success may be attributed to the company's dedication to developing cutting-edge goods and services and satisfying customers. Gillette's subscription service is just one way the company goes the extra mile to please its clientele. The service allows users to choose a product that meets their requirements and get it at home on their desired schedule. This service has been quite popular since it saves consumers time and effort by ensuring they never run out of their preferred razors or blades. Gillette's "try before you buy" initiative is another way the company goes out of its way to ensure happy customers. This program allows consumers to test a service or product before deciding to buy it. If customers are unsure which razor or blade would work best for them, they may try out a few before making a purchase. This addition has been well- received by users and has contributed to increased consumer loyalty and confidence (Hermann, 2020). Bounce Market Fall: Bounce Beverage Company's stock price decline may be traced to several causes. For starters, management at the corporation failed to respond quickly enough to shifts in customer preferences. There wasn't enough diversity in the company's offerings to satisfy clients. Bounce Beverage Company's offers were essentially unaltered despite a change in consumer preference toward healthier and more natural drinks. The second problem is that management didn't put enough money into advertising and promotion. Due to limited resources, Bounce Beverage Company could not adequately advertise its beverages. Because of this, the firm could not

8 successfully compete with more well-known brands in the marketplace. It caused a drop in sales and income as a consequence. Thirdly, the business underreacted to developments in the market (Rossiter, Percy, and Bergkvist, 2018). A lack of brand loyalty within Bounce Beverage Company's consumer base may be traced back to the company's reluctance to introduce new flavors and products rapidly. The company's position in the beverage business declined since it lacked devoted customers. Lastly, the firm had to contend with intense rivalry from established beverage producers. Bounce Beverage Company could not compete with more prominent firms that offered more creative goods at cheaper pricing. As a result, the company's market share shrank, earnings dropped, and the stock price went down. Lack of product diversity, limited promotion, delayed innovation, and growing competition contributed to Bounce Beverage Company's decline from market prominence. The company's failure to adapt to shifting customer preferences resulted in a drop in revenue and subsequent stock price reduction (Xu and Xiong, 2020). Negative Impact of Bounce: The Bounce product line has been detrimental to the UK economy. Bounce is a line of cosmetics and health aids that claim to be all-natural and chemical-free. Contrary to claims made for them, these goods have not been subjected to any regulation and do not meet the high health and safety requirements required in the UK. Numerous problems have arisen as a result of this for British customers. As a first point, Bounce products may have harmful ingredients in them. Irritation, allergies, and other major health problems may result from contact with these compounds. It is unclear whether substances are safe to use, and the firm does not offer enough information about them. Users run a significant danger to their health if this is the case. Second,

9 the price of Bounce goods is often higher than that of competitive offerings (Rossiter, Percy, and Bergkvist, 2018). People often buy Bounce items without thinking about the costs because they are ignorant of the hazards they may pose to their health. This might potentially cause financial hardship for them. The third problem is that Bounce products seldom work as advertised. According to many Bounce product users, the brand's claims of improved skin and hair are often unfounded. The result might be customer unhappiness and a loss of investment. Last but not least, Bounce products are challenging to come by in the United Kingdom. Consumers may get frustrated because of this since it makes it harder for them to locate the goods they need. The Bounce product line has been disastrous for the UK economy. They may be hazardous, the items are overpriced compared to others in the same category, and they don't work as advertised. It is also difficult for customers to get their hands on the items because of their limited distribution. Therefore, before utilizing Bounce goods, users should educate themselves about the brand and its history (Klumpp-Thomas et al., 2021). Real-Life Examples For many reasons, sales of Bounce beverages have been declining. The first is the company's inability to adapt to changing market conditions and customer preferences. Pham and Sun (2020) state that in recent years, people's beverage tastes have evolved towards "healthier" options such as juices, smoothies, and energy drinks. On the other hand, Bounce makes primarily soft drinks and sodas, which are now out of fashion. Because of this, their revenue and earnings have dropped. As for the second, it's because the business hasn't been able to keep up with the times by introducing new products and services. Competition in the beverage business is rising,

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10 and as a result, Bounce has not been able to expand its product line or introduce any noteworthy innovations (Govers, 2013). Consequently, fewer people are buying the product since it no longer holds people's attention. The fifth and final cause is that the corporation hasn't adapted fast enough to the evolving beverage market. Bounce has not been able to stay up with the trends and is now obsolete due to the constant stream of new items entering the market. Consequently, its market share has shrunk, and its earnings have declined. In conclusion, Bounce's market share decline can be traced to the company's inability to adapt to changing customer tastes, develop new products, implement efficient marketing strategies, and make the most of its internet presence. Its demise may also be attributed to the company's failure to adapt to shifting consumer preferences in the beverage market (Cambria and White, 2014). Comparison of the Brands This paper aims to analyze critically how Gillette has succeeded in going above and beyond for its customers and the market despite the continuing worldwide economic crisis. In consumer goods, razors, shaving creams, and other grooming items are among Gillette's most prominent offerings. Despite the worldwide economic downturn, Gillette has maintained its high standards. A combination of foresightful funding, creative problem-solving, and a strong advertising push has led to this result. Gillette, first and foremost, has spent a great deal of money on R&D to produce novel goods that meet the demands of its clientele. To provide just one example, Gillette now offers its shaving subscription service. Clients may sign up for monthly shipments of razors and other grooming supplies they have specifically requested (Ahmad, Musa, and Harun, 2016).

11 Customers have shown much love for this service since it offers a practical and inexpensive solution to their shaving problems. Gillette has also released innovative technology like the Fusion ProGlide razor, which aims to provide a closer and more pleasant shave. Second, Gillette has used its vast marketing capabilities to communicate its message to the public. Gillette has advertised on television, radio, and internet platforms to reach its audience. The business has also used social media channels like Facebook, YouTube, and Instagram to interact with its audience and foster brand loyalty. Customers who buy Gillette goods may enroll in a loyalty program that gives them exclusive discounts and deals. To keep its customers happy, Gillette has a strong customer service program in place. Gillette has established an online customer support portal and boosted its customer service team to meet its clientele's needs better. The corporation also has a consumer feedback system where users can discuss their experiences with Gillette goods and offer comments. In summary, despite the global economic crisis, Gillette has outperformed the market and consumer expectations via strategic investments, new product development, and aggressive promotion. As a result of these initiatives, Gillette has maintained its reputation for selling superior goods, offering excellent service, and making every purchase enjoyable (Hermann, 2020). Brands to Manage their Approach Gillette: Incorporate eco-friendly methods: The first step for Gillette to take in addressing climate change is to prioritize investments in sustainable processes. Energy-efficient technology, renewable raw materials, and alternative energy sources are all examples of what this may

12 include. Gillette can minimize its carbon footprint and show its dedication to solving climate change by investing in sustainable practices (Martin, CBE, and Burke, 2012). Reduce carbon footprint: Gillette's goal of carbon neutrality is another factor to consider. This involves cutting emissions and compensating for the rest via carbon credits or other emission- reduction measures. Gillette's commitment to combating climate change may be shown, and an actual effect can be made if the company achieves carbon neutrality. To improve communication skills: Any business with climate change mitigation goals must prioritize clear and consistent communication. Gillette has to let its consumers and other stakeholders know about its plans to become carbon neutral. Various methods, including news announcements, social media campaigns, and live events, may be used for this purpose (Rossiter, Percy, and Bergkvist, 2018). Utilize reputation and brand: Gillette has to use their prominence to bring attention to the problem of global warming. Campaigning and collaborating with groups whose mission is to combat climate change are two ways to achieve this goal. Gillette can assist in bringing attention to the problem and show that it is serious about solving it by capitalizing on its brand and reputation (Xu and Xiong, 2020). Implement across all advertising: Gillette has to promote their efforts to combat climate change in all communications with customers. It might include using social media to raise awareness and motivate people to take action and developing campaigns and messages that center on the problem and its effects. Gillette can demonstrate its dedication to impacting and contributing to a more sustainable future by including climate change in its marketing activities (Rossiter, Percy, and Bergkvist, 2018).

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13 By investing in sustainable practices, going carbon neutral, communicating effectively, capitalizing on its brand and reputation, and incorporating climate change into its marketing efforts, Gillette can manage its approach to climate change, communications, reputation, marketing, and brand in the future. Gillette will be able to demonstrate its commitment to combating climate change and make a tangible difference in the fight against global warming if it takes this step. Bounce: Managing the impacts of climate change: The ballpark has to make a detailed climate change strategy outlining its objectives and measures for cutting down on its adverse effects on the environment. Emissions cuts, energy efficiency upgrades, and water conservation measures should all be part of this strategy. A bounce could further reduce its carbon impact by investing in renewable energy sources (Ahmad, Musa, and Harun, 2016). Communications: The Bounce has to ensure its message on climate change is straightforward to understand. The significance of environmental stewardship and the company's efforts to decrease its carbon footprint should be emphasized in all communications. Various groups need different messages, but all should highlight Bounce's efforts to mitigate its adverse environmental effects (Govers, 2013). Reputation: If Bounce wants to improve its image, it should show that it cares about the environment by doing everything it can to lessen the damage it does. Public relations methods, such as sponsoring events and projects to increase environmental awareness, and business activities, such as campaigns to minimize water usage and energy use, may be employed to this end (Klumpp-Thomas et al., 2021).

14 Promotion and labeling: The Bounce should utilize its branding and marketing to highlight its concern for environmental issues like global warming. One way it does this is by using its brand to spread a message about being eco-friendly. Bounce has to collaborate with other organizations and influential people to spread the word about its projects and increase participation among its intended demographic (Morgan, Pritchard, and Pride, 2011). In the future: Bounce should keep its good name and keep working on its climate change activities and messaging. This entails keeping an eye on how it's affecting the environment, talking publicly about climate change, and putting money into renewable energy. The Bounce should also monitor climate change research for new findings and adapt its methods appropriately (van Noort et al., 2015). Bounce has to take a proactive, consistent, and strategically-aligned approach to climate change, communications, reputation, marketing, and branding to secure the company's success. Bounce will improve its standing in the market and strengthen its position as a viable business if it follows these procedures (Martin, CBE, and Burke, 2012). Conclusion Finally, it is possible to claim that these strategies might assist Gillette and Bounce in strengthening their market position in terms of aiding in climate change, preserving their reputations, and establishing effective lines of communication. The Extinction Rebellion wants to create a livable environment for everyone. Thus, companies must be more conscious of their environmental impact while making their products.

15 Reference Ahmad, N.S., Musa, R. and Harun, M.H.M. (2016). The Impact of Social Media Content Marketing (SMCM) towards Brand Health. Procedia Economics and Finance , [online] 37(1), pp.331–336. Available at: https://www.sciencedirect.com/science/article/pii/S2212567116301332 [Accessed 10 Jan. 2023]. Cambria, E. and White, B. (2014). Jumping NLP Curves: A Review of Natural Language Processing Research [Review Article]. IEEE Computational Intelligence Magazine , [online] 9(2), pp.48–57. Available at: https://www.sentic.net/jumping-nlp-curves.pdf [Accessed 10 Jan. 2023]. da Camara, N.Z. (2011). Identity, Image and Reputation. Reputation Management , [online] pp.47–58. Available at: https://link.springer.com/chapter/10.1007/978-3-642-19266-1_6 [Accessed 10 Jan. 2023]. Govers, R. (2013). Why place branding is not about logos and slogans. Place Branding and Public Diplomacy , [online] 9(2), pp.71–75. Available at: https://link.springer.com/article/10.1057/pb.2013.11 [Accessed 10 Jan. 2023]. Hermann, A. (2020). Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers. Honors Theses . [online] Available at: https://egrove.olemiss.edu/hon_thesis/1571/ [Accessed 10 Jan. 2023]. Klumpp-Thomas, C., Kalish, H., Drew, M., Hunsberger, S., Snead, K., Fay, M.P., Mehalko, J., Shunmugavel, A., Wall, V., Frank, P., Denson, J.-P., Hong, M., Gulten, G., Messing, S., Hicks, J., Michael, S., Gillette, W., Hall, M.D., Memoli, M.J. and Esposito, D. (2021). Standardization of ELISA protocols for serosurveys of the SARS-CoV-2 pandemic using clinical and at-home blood sampling. Nature Communications , [online] 12(1). Available at: https://www.nature.com/articles/s41467-020-20383-x.pdf [Accessed 10 Jan. 2023]. Martin, M.G., CBE, P.S.C.L.C. and Burke, P.R.J. (2012). Corporate Reputation: Managing Opportunities and Threats . [online] Google Books . Gower Publishing, Ltd. Available at: https://books.google.co.in/books?

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16 hl=en&lr=&id=yuKV60oplqYC&oi=fnd&pg=PA1&dq=Brand+Communication+and+Reputatio n+Management&ots=ggFZK8JW4H&sig=uYIri091IjT0vuTsLpfPTo9ddcM [Accessed 10 Jan. 2023]. Morgan, N., Pritchard, A. and Pride, R. (2011). Destination Brands: Managing Place Reputation . [online] Google Books . Routledge. Available at: https://books.google.co.in/books? hl=en&lr=&id=cuI2CG- ytNUC&oi=fnd&pg=PA3&dq=Brand+Communication+and+Reputation+Management&ots=Nu 7spaYR_O&sig=IjgApNmBIwJchQlamS9oLq2ifhw [Accessed 10 Jan. 2023]. Rossiter, J.R., Percy, L. and Bergkvist, L. (2018). Marketing Communications: Objectives, Strategy, Tactics . [online] Google Books . SAGE Publications. Available at: https://books.google.co.in/books? hl=en&lr=&id=CxtnDwAAQBAJ&oi=fnd&pg=PP1&dq=Gillette+Brand+Communication+and +Reputation+Management&ots=Z_ANow1HtC&sig=tvVUqfb3YdxwlyUhdOZdrsfiS0Q [Accessed 10 Jan. 2023]. van Noort, G., Willemsen, L.M., Kerkhof, P. and Verhoeven, J.W.M. (2015). Webcare as an Integrative Tool for Customer Care, Reputation Management, and Online Marketing: A Literature Review. Integrated Communications in the Postmodern Era , [online] pp.77–99. Available at: https://link.springer.com/chapter/10.1057/9781137388551_4 [Accessed 10 Jan. 2023]. Xu, S. and Xiong, Y. (2020). Setting socially mediated engagement parameters: A topic modeling and text analytic approach to examining polarized discourses on Gillette's campaign. Public Relations Review , [online] 46(5), p.101959. Available at: https://www.sciencedirect.com/science/article/pii/S0363811120300862 [Accessed 10 Jan. 2023].

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