Based on the course readings, I think the Ravens and the NFL
responded well to the Ray Rice crisis because they immediately took action
rather than allowing the situation to harm their brands image.According to our course reading by Bhargava,
one could become an accidental spokesperson for their company just by being an
employee. He says that as an employee, what the employee does can become a
reflection of the employer even though it has been clearly stated that you may
not be the official spoke person. (p.60 Bhargava- Spokesperson)
In the press conference on slide 8 Ray rice’s body language
says that he is clearly uncomfortable, but want to make a good impression to
everyone in the media and viewers alike. He placed a lot of thought into the
words that he chose to use in an effort abstain from further damaging his
image. Throughout the press conference he was trying to keep his composure, but
you could tell that at some points he was emotional. He seemed to be sincerely
apologetic, but trying to do damage control as well.
Janay Rice seemed to be very emotional. I think she was
embarrassed by the whole situation and just wants to get passed this time in
their lives.Her body language said that
she just wished this never happened. Her word choice showed that she has given
the incident much thought and wanted to assure the media and the viewers that
their relationship was getting better and they are working out the problems
that caused Ray to lash out in the elevator.She was very emotional.
I think initially the Ravens and the NFL were going to try
and cover up what Ray was accused of doing because he was such a valuable
player in the league, but when the video was released it was hard for them to
actually do that. I think that Twitter blast was an attempt to have the media
attack Janay to find out exactly what her role was to take some of the spot
light off of Ray Rice. Their tactics didn’t work though. I believe that if that
video wasn’t released Ray would still play for the Ravens today.
I think the strengths of the Jersey exchange was that an
effort was made to right a domestic violence situation, but the weakness was
that it was for only one day that they had this event.
I think Goodell’s resignation would be helpful in managing
this crisis because with the statistics show on slide 17 he has not been very
effective in his position.
Bhargava say that, “ personality is the unique, authentic, and talkable soul
of your brand that people can get passionate about. “ (80) He says that a
company’s brand must include these three elements and they must be operated
together to determine the core elements of its personality. According to
Bhargava a brand must be able to, find an uncontested space, position itself,
create a twist and think outside its region. (85-86)
Lysol has been able to produce these core aspects over the years, which has
helped to solidify their existence. According to Wikipedia in its early
years Lysol began as an antiseptic disinfectant spray that helped fight off
cholera. The company then advertised the disinfectant spray to fight off
influenza during the Spanish flu pandemic. They also began to produce a
feminine hygiene product that was used as a birth control and a germicide that
fought unhealthy organisms, which caused infections in the vagina. As you can
see the company’s idea of the perfect product is one that will be useful in the
present time. Lysol’s website says, “since introducing our first disinfectant
to help end a cholera epidemic, we’ve steadily expanded and improved our products
to meet the world’s ever-changing needs.”
The company has positioned itself by creating a multi facet product that can be
utilized in various ways. Its line of products has been an integral part of
households, organizations and schools around the world. Lysol has created line
extensions that kill germs no matter what kind they are. It has found a way to
serve the needs of the world because everyone needs a cleaner that can
effectively kill bacteria while proving to be a safe house hold product.
The brand is authentic because it displays the four areas in which Bhargava
says depicts authenticity. It defines a credible heritage, demonstrates passion
and beliefs, fosters individuals instead of people and has motives beyond
profit. The story behind the brand says that this is a company who prides
itself in producing the best germ-fighting product around because it keeps
finding ways to make them better. It believes in producing products that will
have a lasting impression on patrons by helping them to live healthy lives by
practicing healthy habits. It makes through extensive efforts to educate
people about germs and what they can do to prevent them.
According to Wikipedia, Lysol has been able to service outside its region
through distribution channels and being owned by RB plc (formerly Rickett
Becknisser) that has helped them become part of multinational company that
produces health, hygiene and home products and their products are sold in over
200 countries. Because Lysol is sold in so many countries, it’s been able to
become a highly visible product on the market. It has been exposed to many
patrons and potential patrons around the world who have used the products and
found that they have liked it and have talked with their family, friends,
colleagues and others about it because of its ability to prevent germs from
spreading. According to their website, “Lysol® has
partnered with the National Education Association (NEA) and National Parent
Teacher Association (PTA), with health messages from the CDC, to launch the
Healthy Habits Program. Working together, we have developed materials to educate
students on proper hand washing and other techniques to keep germs from
spreading and reduce sick days.”
This brand is meaningful because it takes into consideration the health of
families, schools and other organizations and it helps to reduce the effects
and spreading of those viruses, infections, and other germs that may be on the
rise. Its different because its part of a company that promotes and helps
to preserve the well being of individuals around the world by producing
products that are safe and innovative and the have an educational program that
helps to educate their consumers about topics to help them live healthy
meaningful lives. The brand is salient because Lysol partners with other
companies to make their brand visible so that it comes to mind fast. It helps
its brand equity because of its ability to build strong brand associations to
predispose consumers to choose their brand over another. According to our guest speaker Ms Valdez, this what constitutes how salient a company is. It compares to
Bhargava’s UAT filter because companies have to think about the filters as one
whole in order to arrive at a deliverable accepted outcome that drives people
to the business.
They are different because the UAT filter should be used in your beginning process
of beginning your brand and brand equity helps to maintain in which helps when
developing the value proposition.
Value proposition helps readers to decide whether or not they will keep
reading the information about your product or move to the next thing they
see. Lysol is well established so its in value position has been
maintained and people want to know more about their products when new
information has become available.
Overall Lysol’s personality is in good standing. From the readings they have
followed the UAT Filter and have been successful at building and banding their
brand equity. It definitely matches the brands mission and goals.
