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  • What difference can a brand’s apology make?
  • What difference can a brand’s apology make?
    TED Conference (2019) ©
REPORT

How call-out culture can make brands more authentic

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

Location United States

Scope
In 1966, the Beatles released their 12th studio album, Yesterday and Today. The record compiled hits such as ‘Yesterday’, ‘Nowhere Man’, and ‘Drive My Car’, but it is less well-known for its music than its cover art. Known as the ‘butcher cover’, it featured the foursome in white lab coats, cradling decapitated dolls and slabs of red meat. The reaction was immediate. The image appalled critics and customers alike, leading Capitol Records to recall 750,000 copies of the album and replace the offending artwork – which has since become a collector’s item –with an inoffensive snap of the band ...

Canvas8

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