5-2 Blog: Consumer Engagement

Legal and ethical issues for companies can negatively impact a company in many ways. In a study, “73% of professionals say they take an organization’s values into account and would not apply to a company unless it’s values aligned with their own, 82% of works say they would prefer to be paid less and work for a company with ethical business practices rather than receive higher pay at a company with questionable ethics, 43% of consumers have stopped buying brands they find unethical, and 71% say they carefully consider corporate values when making a purchase” (Ethical dilemmas: How scandals damage companies 2021). As a consumer myself, when purchasing from new brands and companies I try to research about the company itself. I try to support businesses that align in the same social injustices that I am passionate about as well.

In 2017, Equifax had a data breach, where 147 million people’s private records were compromised (Equifax Data Breach Settlement 2020). Even further, the company did not report the stolen data for two months after the breach (Ethical dilemmas: How scandals damage companies 2021). The ethics in question are honesty and integrity (Ethical dilemmas: How scandals damage companies 2021). After the breach, research and investigations showed that the breach could have been preventable. The privacy and security systems that Equifax was using at the time were out-of-date, and had they been updated, it would have prevented the breach (Ethical dilemmas: How scandals damage companies 2021). Consumers had an initial deadline of January 22, 2020 to file a claim in the Equifax settlement, however, consumers can still file a claim for expenses they incur between January 23, 2020 and January 22, 2024 (Equifax Data Breach Settlement 2020).

Resources

Equifax Data Breach Settlement. Federal Trade Commission. (2020, July 15). Retrieved October 9, 2021, from https://www.ftc.gov/enforcement/cases-proceedings/refunds/equifax-data-breach-settlement.Western Governors University. (2021, August 9).

Ethical dilemmas: How scandals damage companies. Western Governors University. Retrieved October 9, 2021, from https://www.wgu.edu/blog/ethical-dilemmas-how-scandals-damage-companies1909.html#close.

2-2 blog: the importANCE OF BRAND POSITIONING

Apple. Think Different.

Apple’s slogan is short, simple, and direct. Their logo coincides well with their slogan as well. It is simple, sleek, and modern. While their name doesn’t represent what they sell, the simplicity of their name matches their brand and vision. Apple’s products, advertisements, presentations, packaging, and everything in between is on brand with how they portray themselves: simple, sleek, and modern.

According to an article on Research-Methodology, Apple has 4 main strategies:

  1. Focusing on attractive value proposition.
  2. Effective use of product placement.
  3. Positive reviews in the media.
  4. Story telling through video and viral marketing. (Dudovskiy, 2021)

As an Apple customer, I can see exactly how these marketing strategies are used. As someone earning a marketing degree, it is evident that some of these strategies can in some ways be used in other brands. Brands can look to Apple for inspiration and a successful branding of a company.

Apple’s marketing strategies are a bit different than what someone might thing. For example, the second, effective use of product placement; “Apple does not use the normal Pay-Per-Click (PPC) online ads on Google or Facebook, instead they use product placement (especially with celebrities and in popular shows) and the buzz created by positive reviews in the media” (Dudovskiy, 2021). I find this interesting, as many brands, including Apple’s competitors rely on more traditional forms of advertising like Google, Facebook, and even tv commercials.

References

Dudovskiy, J. (2021, February 18). Apple marketing strategy: A brief overview – Research-Methodology. Research-Methodology. Retrieved September 20, 2021, from https://research-methodology.net/apple-marketing-strategy-an-overview/.