Moonpig was forced to apologise on ITV’s 6 o’clock news when customers across the UK inundated Twitter with complaints of Mother’s Day deliveries failing to arrive on time or intact.
After running major TV ads for Mother’s Day to expand the Moonpig brand beyond cards into the gifts market. They failed to deliver – with images of wilting flowers and broken vases all over social media effectively putting the lid on their brand reputation.
If the Moonpig disaster proves anything – it’s the importance of having a 360-degree approach to branding. Good customer service is even more critical in this digital age where customers can share their bad brand experiences in a matter of seconds.
Branding has always been about more than design and advertising and today more so than ever. An integrated brand strategy that embraces, culture, service capability and communications should continue to be at the heart of your business – unless you want your brand to be in the news for the wrong reasons.
One thing was made certain this year on Mother’s Day: the importance of good brand service in the age of social media.