“Don’t be afraid to go out on a limb. That’s where the fruit is“. H. Jackson Brown Jr.
However, many companies are, and will always be afraid, of going out on a limb or even stepping out into a meadow, even when it comes to big giants such as Nestle!
I think we have found Nestle’s weak point and we are, in efforts to help, trying to expose it, analyze it and help Nestle deal with it!
Recently, and through my research sessions, I stumbled upon an article revealing Nestle’s biggest fears: the influence of social media, especially when it comes to its reputation and how shiny its image looks to the outside world in general and in the eyes of critics in particular.
So what is it that Nestle fears?
“We welcome your comments, but please don’t post using an altered version of any of our logos as your profile pic — they will be deleted,” Nestle to its Facebook fans.
Nestle’s fear is all related to sustaining its image. Understandable of course. However, the over protective and controlling method which they are going about to protect this image and reputation seems to be upsetting the crowds and bringing more criticism than positive reactions!
If you read the following comment, you will see exactly what I mean!
“Hey Nestle, the internet is a democracy and social media is about transparency, get with the program. If you can’t take the heat, get out of the kitchen or change you business practices. Consumers are sick of corporate brands thinking they can actually control the environment on a platform like Facebook, news flash, we have all the power… not you! Keep messing with our planet and committing corporate evil-ries and we’ll keep calling you out every single time“.
How can Nestle make use of its dilemma?
So, the problem lies in the “misuse” of Nestle’s logo; it is being mistaken for a symbol to environmental damage. However, a marketing and PR leader such as Nestle should know better and should be able to whip up a plan to use this to its advantage, rather than attempt to control its fans and over-moderate their comments!
Here is what one fan suggested. I must admit: I think it’s brilliant!
“So the problem is that their logo was being used to symbolize damage to the environment. A cool approach would be to embrace this and launch some sort of earth friendly campaign“.
What do you think: Do you agree with what Nestle is doing? Or are you somewhat disappointed with the lack of thought placed into this step? How would you suggest Nestle should solve this problem?
Looking forward to your comments down below :)