The Secret Caveat of Brand Karma

InsightsWise

We’ve all heard those quotes reminding us how the true test of one’s character is during hard times. Last week reminded me of how true this holds even in the case of inanimate Brands. Up until now, I genuinely believed this is common knowledge, and something every brand, every marketing team, and every social media community manager is aware of.

Turns out, it isn’t. On October 29, while Hurricane Sandy was in devastating full swing and in the middle of its terrible rampage across nine states along the east coast, American Apparel sent out an email (included on the right) specifically targeted to consumers belonging to these nine states, inviting them to shop online in case they were ‘bored’ during the storm. No concerns about the well-being of their consumers mentioned, no help offered. Needless to say, Twittersphere exploded with criticism for AA, and this insensitive faux pas has brought…

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