Blogs & Flogs

Wal*Mart is in the middle of another consumer-generated media SNAFU.

Web log = blog
Fake blog = flog
Wal*Mart & Blogs = Flog SNAFU; a repeated pattern

Here’s a brand truth for you, most brand damage comes from within. When people or organizations don’t “walk their talk” there’s bound to be issues. While not all damage and mishaps are the same you have to appreciate the irony of some recent examples – Mark Foley and Edelman Worldwide. The case of former U.S. Rep Mark Foley (R – FL) has been well documented. The irony that he was making political hay crusading for children while it turns out that he really liked to cruise for kids. His symbolic identity is no longer grounded.

Here’s the skinny on Edelman from AdAge:

It's ironic that Edelman Worldwide helped to write the Word of Mouth Marketing Association's code of ethics, which states: "Honesty of identity: You never obscure your identity."

Richard Edelman has been apologizing a lot lately for his PR firm's blog -- written by a freelance writer -- in support of Wal-Mart.
Ironic, of course, because the independent firm was publicly slapped -- and publicly apologized -- for being the force behind the Wal-Marting Across America blog that was unmasked as a fake created and paid for by Edelman.

So, one that espoused truth and transparency didn’t want you to look behind the curtain. You can read more at AdAge or CNN.

How are customers of Edelman supposed to take them seriously?

Take aways:
1. Make sure your media channels and messages positively reinforce and enhance your symbolic identity. Wal*Mart still doesn’t get consumer generated media – ah, where have all the hubsters gone?
2. Most brand damage comes from within.
3. Don’t lie and don’t be a hypocrite.
4. Group think can happen anywhere.