From Tiger to Elephants, Lizards And Frogs

Has your image taken a hit? Take a cue from Accenture's new re-branding strategy

celebrity or athlete.  There is colossal risk involved in aligning your brand with a single spokesperson, or entrusting your career or business with one individual for that matter.  For that reason, I have very few exclusive contracts with any of my vendors.

In its new campaign, Accenture aptly chose a completely new and diverse array of “pitchmen” to represent its brand moving forward.  Animals are pretty much risk-adverse.  If you recall, Aflac uses ducks, Taco Bell used a Chihuahua, Geico uses reptiles, Energizer uses a pink bunny, and (my favorite) Chick-fil-a uses cows.  Animals do not misspeak.  They do not embarrass.  They do not do anything they are not designed to do.  You know what you are going to get, which speaks to reliability. Animals also allow the company to have complete control over the messaging.  In this instance, Accenture created animal-inspired imagery that represents the essence of high performance.  They not only lowered their risk, they now have the ability to raise their profile with campaigns that are entertaining, inspiring, and thought-provoking.  So, while the concept of using animals in brand messaging is not new, I do think Accenture’s new direction will yield rewards greater than what they have experienced in the past with Tiger.  You, too, should think of refined strategies that will take you in a new, improved, and less risky career direction.

Be Creative. Remember that if everyone is thinking alike then someone is not thinking.  Being creative and thinking outside of the box are critical to rebranding and brand survival.  The best part of falling is that everyone is watching to see exactly how you plan to get back up.  It is a perfect opportunity to take a captive audience and captivate them with your uniqueness and the value you bring to the marketplace.  If everyone is watching you, you might as well give them a good show.

We all make mistakes, but we can rebound.  For additional insight on how to recover from any type of set-back, sign-up for my free ME Unlimited® e-Newsletter featuring daily “Motivate ME” affirmations and reinvention advice at www.marshawnevans.com, and you can follow me on Twitter for quick tips.

Now it is your turn.  Do you think Accenture made the right move in dropping Tiger Woods?  Do you think Tiger will ever get his endorsements back?  What do you think about Accenture’s new advertising campaign?  I look forward to hearing from you.

Reinvention Strategist™ Marshawn Evans is a former Miss America beauty queen turned Donald Trump Apprentice, turned Georgetown University trained sports & entertainment lawyer who equips the motivated to live without limits.  She is Founder of ME Unlimited, a management consulting and performance strategy firm, and author of the bestselling book, SKIRTS in the Boardroom: A Woman’s Survival Guide to Success in Business & Life.  Subscribe to her FREE empowerment e-newsletter at www.marshawnevans.com.  Connect with her on Twitter and Facebook.

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  • http://www.twitter.com/waltward3 Walter

    I think Accenture’s choice was the right one given the business arena they operate in. Personally, I would like to see Tiger regain some endorsements. I believe this is the perfect opportunity for someone to prove that resiliency is important! Tiger can be the “American Dream 2.0″. The American Dream 1.0 was all about meager beginnings, a strong finish and the story in between. Version 2.0 will be about buoyancy; bouncing back when circumstance pushes you down. That is a story that America needs…ask our unemployed and our fledgling economy. Tiger bounce back man! America needs to see that story…

    • Alfred Edmond Jr.

      I think Accenture is making the sensible move for now, making the best of a bad situation. But in the long run, animals (or animated images) do not stand up against a truly effective live spokesperson, which is why companies return to using the latter despite the potential for scandal and embarrassing personal foibles. Tiger Woods is not the first “perfect” spokesperson to be revealed as human, and he won’t be the last. Animals are definitely safer, but there’s no way that Madison avenue will pass on athletes and other celebrities with national if not global appeal.

    • http://www.wwahhmpreneur.com/ Donna Johnson

      As usual, your advice is sound and delivered concisely, but with enough detail and humor to make it useful and interesting.

      Thanks, ME!

  • http://www.armstrongandpreston.com JP

    I agree. Accenture did what makes good business sense for the time being. But what about thinking out of the box as you mention. Adopting a longer term approach for its investments. Let’s just take Accenture, Nike, and the PGA (a quasi-sponsor). Instead of dumping Tiger, what if these sponsors took the stance that we have invested millions of dollars and in order to avoid losing that investment combine forces in the effort to rehabilitate the image of the human spokesman. In my opinion, dropping a spokesman for what amounts to a non-legal matter is tantamount to executives that are brought in to cut cost and their strategy is to layoff workers to meet goals. Any company can cut their losses when a humans reveals their flaws and it becomes a publicity nightmare. What I would look for from a business leader like Accenture and the like are ideas that are on the cutting edge and new strategies that are yet to be attempted. Some can say the move for Accenture was good business sense, but I expected more. After all, I am sure the clients that they advise would also. Thanks for this article..

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