All Blacks’ brand management deserves a place in the sporting hall of fame. At the very least, some dedicated Harvard Business School case studies. Valued at $108 million, they are both business and sporting legends.
This week in New Zealand, you’d be forgiven for taking your time in the egg section of the supermarket. As John Garnett from Forest Hill Farm apologises for scamming you by flogging caged eggs as free-range, he joins a whole host of companies that get caught misleading the public.
Garnett’s dodgy eggs are just the tip of the iceberg. More and more companies are simply not what they’re cracked up to be. At best, their marketing claims are slightly exaggerated. At worst, their fraudulent practices are dangerous and even deadly. Who can forget China’s melamine-tainted milk formula.
Is it any wonder customers are not as loyal to brands as they used to be? A lot of them don’t deserve it. Manuka honey that has no Manuka (or honey) in it. Extra virgin olive oil that’s 97 per cent canola. Beef burgers that were once, er, horses. We’ve seen it all…