@DunkinDonuts @seanbonner Those people left a hole in our hearts, and in our donuts. #neverforget — Mike Monteiro (@monteiro) September 11, 2014
Brands are not people. — Sean Bonner Ⓥ (@seanbonner) September 11, 2014
What was their advice? Times like these are not times for branding or marketing. Unless your brand is involved or directly impacted by the situation, it's best to let your community experience the grief without our input. If you do engage, keep logos and products out of the picture. Focus on your compassion and/or resources and ways for people to help the situation. If you do misstep, be quick to apologize and don't fight the criticism, or you may follow this brand's path. It can be a tough time, as brands are comprised of people who are affected. But overall, most messaging during these terrible situations can come off as insensitive and promotional. And that's the last thing your brand wants to do at a time like that. Silence can be golden.
Nicky Yates Published on September 15, 2014 5:00 am