related directly <\/strong>to his job for these media houses that have built their global brands on solid credibility.<\/p>\nNote some the key words: “ISOLATED”, “UNINTENTIONAL”<\/p>\n
To effectively address this issue we must understand that brands are context and industry-specific and that the role of \u201cperson\u201d brands is more pronounced in certain industries. For example, in certain industries like media, fashion and entertainment the issue of person brands are much more pronounced or powerful than say in the FMCG industry. For example someone might purchase Unilever\u2019s product because they like the product but someone might tune into a particular media network just because the want to listen to a particular presenter or they have developed a certain level of affinity with the presenter.<\/p>\n
Therefore in the media industry, there is a more pronounced individual brand which drives brand affection and affinity for both the corporate brand and the individual brand.<\/p>\n
From a brand\u2019s perspective, TV3\u2019s approach is inappropriate in the sense that they smashed Nana Aba\u2019s brand image and credibility to smithereens by ousting her out as dishonest with the use of very strong words like \u201conline information THEFT\u201d and then left her out to dry to become the subject of public ridicule. They also did not mention her many years of distinguished professional service to the station in the statement. Unless TV3 intends to dismiss her, that approach was not well thought through.<\/p>\n
What happens if TV3 brings her back to represent them onscreen or even off screen? How do they cure the damage to her personal brand and reputation and its attendant effect on the corporate brand?<\/p>\n
TV3 wanted to position itself as a serious and credible organization that does not countenance any acts of unprofessionalism but did they necessarily have to damage Nana Aba\u2019s brand in order to achieve that? Did they necessarily have to use those operative words in order to achieve that?<\/p>\n
From a PR perspective, TV3 have also scored an own goal. In PR, timing and language are critical factors. You can practically say the same thing but use words more effectively to achieve a better effect.<\/p>\n
If TV3 wanted to react they should have released the statement much earlier to say that they are investigating a case of misrepresentation involving Nana Aba and they will issue a statement after the investigation is complete and that the station will not countenance and activity that can have an adverse effect on the corporate brand. They didn\u2019t do that.<\/p>\n
However, they issued a statement at a time when the issue was almost dead and succeeded in resurrecting the issue full force. What\u2019s worse is that they used words to practically demolish a \u201cperson brand\u201d that\u2019s intrinsically linked to the corporate brand.<\/p>\n
Drawing a parallel from the Fareed Zakaria case, TIME magazine used the key words, UNINTENTIONAL, ISOLATED.<\/p>\n
They did that because they recognized the many years of distinguished professional service and described the incident as ISOLATED. They also respected Fareed\u2019s credibility and described his action as UNINTENTIONAL.<\/p>\n
Assuming without admitting that it wasn\u2019t a prank, it was still in the interest of TV3 to protect Nana Aba\u2019s brand but still condemn any such acts that have the possibility of dragging the corporate brand into disrepute.<\/p>\n
Such a phrase would have been appropriate;<\/p>\n
\u201c\u2026.In as much as internal investigations reveal that Nana Aba Anamoah\u2019s action was an innocent prank on her many twitter followers, she exercised inappropriate professional indiscretion which is at variance with the station\u2019s highest professional standards and that brand ambassadors should not be seen to be engaging in acts that can bring their personal integrity and that of Tv3 into disrepute\u2026.<\/p>\n
TV3 wishes to assure the public that it will continue to uphold the highest ethical and professional standards in line with it corporate positioning of being First in News, Best in Entertainment.\u201d<\/p>\n
TV3 could also have mentioned that over the years, Nana Aba Anamoah has distinguished herself as a reliable professional and this incident is isolated \u2026..\u201d<\/p>\n
There\u2019s nothing wrong with sanctioning her if they feel the TV3 brand has suffered grave injury but it should have been done internally and on the quiet.<\/p>\n
From both a Public Relations and a Brand\u2019s perspective, TV3\u2019s approach is totally inappropriate and I can only believe that probably other extraneous factors that the public is not privy to might be the underlying cause of TV3\u2019s response.<\/p>\n
–<\/p>\n
By:\u00a0Nana Yaw Kesse<\/p>\n
He is a Brands Enthusiast. He\u2019s a qualified member of the Chartered Institute of Marketing, UK and a full Member of the Chartered Institute of Marketing Ghana (CIMG).<\/p>\n
E-mail: yawkesse@gmail.com<\/a><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":"
I have been motivated to write this article due to the need to highlight a critical issue that has been missing in all media discussions; the issue of \u201cPERSON BRANDS\u201d and its relevance in specific industries. This article will draw a parallel between Nana Aba Anamoah\u2019s case and another case involving Fareed Zakaria. Fareed Zakaria […]<\/p>\n","protected":false},"author":27,"featured_media":157851,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[32],"tags":[8,38,6],"yoast_head":"\n
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