No longer hiding behind corporate spin, company leaders open their yaps, unafraid of the consequences.
September 9, 2014
Are you a fan of people who speak their mind, regardless of political correctness? What if they also happen to be CEO’s? That’s the intriguing subject of this piece in AdAge. Whether in a shareholder meeting or on twitter, big shots are thinking out loud: accusing, confessing, defending. Some might argue it is rogue behavior, unnecessarily ruffling feathers, and in turn harming the speaker as well as the company. After all, the CEO is the face of the brand. So shouldn’t he or she be hyper vigilant?
Chick-fil-A’s COO Dan Cathy didn’t think so. In a well-publicized incident, he opined against gay marriage, stating, among other things, “I think we are inviting God’s judgment on our nation when we shake our fist at Him and say, ‘We know better than you as to what constitutes a marriage’…”
Apple’s CEO, Tim Cook got defiant at shareholders who dared question certain corporate decisions telling them, “if you don’t like it you should get out of this stock.”
Other examples abound. Instead of reacting to the specific comments, let us consider the phenomenon in general. For it is new behavior, arguably unprecedented. Reading the AdAge article, I couldn’t help but remember how corporations and their figureheads used to communicate. Whether embattled or not, just about everything these folks said was defensive, vague and jingoistic. No surprise considering it was vetted, if not written, by someone in corporate communications.
This better safe than sorry attitude permeated a company’s ethos, and it directly impacted marketing as well. Often it seemed that PR and lawyers were approving and even making the advertising. Like a lot of my peers, I resented this. When it came to crafting humanly relevant ads, operating from a place of constant concern (aka fear) was no fun at all.
But then came the Internet and social media. Like it or not, companies could no longer hide behind corporate jargon and generic party lines. Consumers were calling bullshit. People began demanding a more authentic voice from the brands they used, now that they were interacting with them! As the voice of the brand, advertising had to become part of the proverbial conversation. Or at least sound like it was.
Certain agencies caught on. Crispin Porter & Bogusky changed the game by taking a more authentic approach, often bluntly. For example, a campaign for Dominoes Pizza addressed the chain’s mediocre food and delivery head on, including, if I remember correctly, a mea culpa from the company’s head honcho.
Ultimately, I believe all this truth telling and/or truthiness has contributed mightily to the spate of C-suite execs coming out of their cedar closets. Again, look at the new buzzwords: Authentic. Transparent. Converation. now read them as a sentence. Sounds like a mandate to me.