It’s easy to believe that nothing bad will ever happen to a business…until it does. 

A good crisis communications strategy is one of the most valuable assets a business can have, but is often overlooked and set aside – until there’s an issue. 

To better understand why a crisis communications strategy is essential for any business, let’s look at what qualifies as a crisis.

What is a crisis? 

There are many well-known instances of businesses going through crises, including the infamous BP oil spill, the tragic disappearance of Malaysian Airlines flight MH307, and the Cadbury scandal in Malaysia. However, even if the situation is more subtle, it can be considerably detrimental to an organisation. 

Generally, a crisis can be classified as any instance that threatens public safety, the reputation of an organisation or its industry, finances, and internal and external stakeholders.

There are many crises that could occur, ranging from internal conflicts and instances that become known to the public  to external circumstances such as natural disasters. These catastrophes  tend to occur with little to know warning, giving businesses short notice to react. Whether the crisis was caused due to internal or external circumstances, it’s critical for businesses to take control of the situation and  navigate the storm effectively. 

The importance of a well-rounded crisis strategy

When you think about crisis management, it’s likely that you are only thinking about public relations.  However, that’s just one piece of the puzzle. In a crisis situation, it is not only the public that is affected, but  everyone within the organisation too. A well-developed crisis management strategy conveys accurate information and key messages to all key stakeholders, including the CEO, stakeholders, and not to forget – all employees. 

If all communications are targeted at external stakeholders, there is always a possibility that employees themselves are misinformed. This poses a serious risk to the business’s reputation, which is why it is key to brief all stakeholders.

Key steps in a crisis management strategy 

Of course, the best thing to do is avoid a crisis, if possible. While some things are out of our control, other  crises only occur when an issue is not dealt with appropriately from a communications perspective, and then gets blown out of proportion. 

Hence, the first step to successfully resolving a crisis is having a good crisis management team onboard, consisting of communications professionals,  stakeholders, and designated spokespeople. By having a crisis comms strategy and team in place, many day-to-day problems can be managed quickly, correctly and seamlessly, before any major reputational damage can occur.

Of course, in the case that a crisis really cannot be avoided, it’s important for businesses to keep the following framework in mind: 

• Assessment 
  • Adopting a “shoot first and ask questions later” approach can feel right at the time, given the time and external pressure but it is one of the most detrimental approaches to a crisis.

Ensuring the situation is investigated and assessed is key to get to the bottom of the issue, and the first step in creating an effective messaging to navigate the storm. 

• Developing key messaging and stance 
  • Previously, we discussed the importance of all stakeholders being aligned –  and developing a crisis-specific key messaging framework and stance is the most effective way to do this.

Developing a clear and simple messaging will help all spokespersons and stakeholders get on the same page when representing the organisation and help reduce the chance of conflicting messages.

• Identify appropriate communications methods 
  • There are many ways to communicate during a crisis situation, and it is important to find the right channel to address all stakeholders. Identifying your audience will clarify how they need to be addressed. 

While a well-crafted press release can sometimes do the job, other situations would require letters, exclusive interviews or even press conferences to address stakeholders in an impactful manner. 

• Monitor and improve 
  • No matter how flawless your communications methods might be, not everyone is going to be onboard with it. It’s important to derive key learnings from crisis situations and continuously improve your crisis communications strategy. 

Need help navigating a crisis? We can help: hello@mutant.com.sg

Coke versus Pepsi. Nike versus Adidas. Apple versus Android. 

Chances are you immediately picked a side. Here’s a question: hand on your heart, what makes these so different?

Sure, you could make a case for minor  variations between each product — Pepsi cola for example is known to be a bit sweeter than Coca-Cola – and you might even have a few valid points. But the differences themselves aren’t enough to substantiate how wildly divisive these brands can be. So what gives one an edge over the other? 

Two words: your brand. Brand marketing is powerful, and even more so in today’s world, where digital consumers are constantly bombarded by brand messages and advertising. According to PWC, 70% of consumers consider brand trust to be an essential factor in their buying decisions. 

Businesses know this — that’s why so many of them consider customer engagement and advocacy a top priority. But while that outward perspective is important, it’s equally crucial to turn the focus inward and think about your internal customers — your employees.

Whether it’s C-suite leadership living out brand values, or the impression your intern leaves with after their first day of work, being an authentic brand means truly living out your values through every interaction, and through every employee. 

Because when people trust your people, they’ll trust you.

Here’s how you can make that happen:

Start at the top

Talking the talk and more importantly, walking the talk is crucial to building authenticity. And this is especially necessary for your leadership team that represents the company in every interaction. Whether it’s in real life, media interviews, or even interactions with your customers on social media, authentic leaders pave the way for authentic brands.

A great global example is Walmart CEO Doug McMillion, who has almost a million followers on LinkedIn. McMillion uses the professional networking platform to share significant corporate updates in engaging ways. His Facebook page is filled with similar examples, such as this image of himself signing long-service certificates for Walmart staff. The post organically garnered many positive comments about his warm and authentic leadership, and how much he cares for his people.

As the individuals with the most public profiles, your C-Suite can benefit from proactive reputation management and strategic public relations (PR) and social media support. In fact, a report found that more than half of consumers want CEOs to have a personal presence on social media, allowing them to feel more accessible and human. If your C-Suite leadership succeeds in being authentic, personable, and believable, they can change the way consumers think about your brand.

Context matters

When it comes to inspiring brand trust, showing your customers that you care about their specific needs goes  a long way. This is particularly important for brands with global teams, who need to connect with and understand regional markets to capture local consumers. 

We’ve seen this play out in our work with global SaaS company Zendesk, where we helped build their share of voice in the region by developing hyper-local narratives from global flagship reports, clinching key interview and commentary opportunities in our media landscape. 

In the last year alone, we achieved a 40% increase in year-on-year coverage across top-tier mainstream and trade media titles, driving Zendesk’s global business messaging in our regional market.

Overall, a hyper-localised context plays a key role in resonating with local audiences. Tuning in to the demands of the region shows that you care about, and are deeply rooted in the immediate community, building a sense of solidarity between customer and brand.

The not-so-silent majority

While targeted PR solutions for key leadership and spokespeople can help build trust and credibility for your brand, your biggest potential for brand advocacy is, and will always be, your everyday employees. 

When you ensure that your employees feel valued at work, and that they are able to live out the brand values at the core of your organisation, you create the most compelling case for authenticity. The organic nature of this advocacy instills deep trust among your people and ultimately, in the people around them.

We work hard to do this at Mutant everyday, and were recently recognized as the Best Agency to Work For (mid-sized) by PRWeek Asia. And while the recognition is nice, it isn’t essential. If you value your people, it will show in the way they champion your brand. That’s how you build brand authenticity at every level.

Want to add to this conversation? Chat with us at hello@mutant.com.sg

I am still at the age where people ask about my time at university. When they realise I didn’t study comms, they often follow up with “Why do you work in PR”?

My journey started with a close friend who previously interned at Mutant. She recommended that I try my hand at PR, and since Mutant was hiring, I took the leap of faith. Fresh-faced and full of excitement, I went into my first chat nervously, got the role — thanks boss —  and then time flew and I’ve suddenly been here for two years!

There has been so much to see, learn and understand, and I feel like I’m finally getting the hang of it. Without further ado, here’s what I’ve learned so far:  

#1: Launching a brand from scratch is hard – but not impossible 

 I don’t want to bore you with the details of my work but launching a brand, helping  them earn f media visibility and creating relationships with the public isn’t exactly a walk in the park. Yes, it sounds daunting but if there’s one thing that I learnt the past two years, it’s that it gets easier. 

Initially, I was only dabbling in  brand launches, supporting more senior team members and helping to execute plans. Soon enough, I realised that there is something of a formula to making a brand launch a success. (No, I’m not going to tell you the formula. At least, not for free :))

Case Study: Temple Street 

Along with my colleague, I was tasked with launching  “Temple Street”, a range of locally produced, hand-crafted and bottled premium cocktails earlier this year.  The key activities of the launch included   an announcement, media activations and media interviews. Through  this launch, I was exposed to strategic thinking, the process of negotiation and  stakeholder management. I’m very pleased to report that we secured 51 pieces of earned coverage across online and social platforms, and also  facilitated two interviews with key target media for the brand. 

Case Study: OrderEZ

Ever wonder how B2B brands are launched? While  not very different from their consumer counterparts, these brands require a  specific approach due to their niche target audience and the technical nature of their products. Earlier this year, I led the  launch for centralised end-to-end business management platform OrderEZ,which had just gotten its seed funding. 

The experience taught me how to think outside the box when speaking to the media, while building up the brand’s credibility with thought leadership pieces. For the latter, I worked closely with Mutant’s very own content team to identify relevant topics and greenlight the articles. Our hard work paid off, and we secured 52 pieces of earned coverage across online, print and broadcast platforms, and landed five interview opportunities with key target media for the brand.    

#2: Media engages with innovative ideas 

Having gotten half of my work experience during a full-blown pandemic, I feel like I’ve had the

the unique opportunity to experience both working in an office, as well as a hybrid team.

in PR.  COVID-19 has made things more complicated for PR agencies, especially in terms of engaging the media. The reduced facetime and lack of social gatherings means we have had to come up with innovative ways to keep the media engaged while fulfilling our duties. 

Case Study: Hmlet 

We helped co-living space Hmlet launch their largest and most flexible property, Hmlet Cantonment in 2019 with a large-scale media staycation. Complete with 

activities such as yoga, sketching classes, DIY dinner and cocktails session,  our  media friends had a great time mingling  and experiencing the property for themselves. 

Fast forward to a year later:  Hmlet Cantonment re-opened its doors with a built-in co-working space catering to hybrid working. We had to think outside the box to ensure that our friends in the media had as great a staycation experience as in 2019 – but with safe-distancing measures taken into account. We replaced the interactive activities with an itinerary of things to do and see in the area that fit their interests. Additionally , we encouraged a free-and-easy approach for their staycation, allowing them to interact organically and safely with others within their comfort zones. 

It was a huge success and solidified the importance of exploring alternatives tailored to the media’s interest, while retaining the core essence of the brand. 

#3 Teamwork really does make the dream work

This is such a cliché.. But nonetheless, this is something that I hold close to my heart and make  a point to share with  any juniors or interns that walk through our door.

Firstly, with functions across PR, design and content, it is important to understand how to work seamlessly and utilise Mutant’s resources effectively to provide the best work  for our clients. 

 The pandemic has also strengthened my resolve to  work collaboratively with my colleagues.. With tons of articles penned about pandemic fatigue and burnout — it could have happened to any of us.

To address this issue early-on,  the management team at Mutant started having weekly check-ins with us to discuss our workloads and mental health. This allowed them to shift workloads to better support colleagues in need of help. I really appreciated this, and it went on to be the best thing I’ve learnt: instead of letting one person shoulder the responsibility on a project, spreading out the workload and sharing the burden allows for more efficient and effective work.

Finally, it’s one thing to see each other in the office and work together,but another to do so over a screen for the past year-and-a-half. Even so, working together – even remotely – allows me to identify areas I can contribute to, while also seeking guidance and constructive feedback about ways in which I can improve. 

What’s Next? 

Looking forward, there is much to consider with new ways of working following the pandemic. Personally, I definitely want to tap into new territory and dip my toes into a broader range of industries, further solidify my presence and of course continue to make loads of noise in our many Slack channels! 

Need help putting together a PR plan? Drop us a line at hello@mutant.com.sg!

There are a million ways to reach your customers — but engaging them effectively and creating genuine connections has gotten increasingly difficult. Brands now have multiple channels at their disposal to help them get their slice of the pie. That’s why it’s important to implement a robust communications strategy to build brand awareness, drive sales and set yourself apart from the competition. 

However, it’s tough for brands to juggle all these channels without some expert help, so it’s only normal to outsource some of the work and leave it to the specialists. However, this poses another problem — who do you hire and for what function? PR, content marketing, digital marketing, social media…it can be tough to draw a line between one job and another. After recruiting all your agency partners, how do you make sure they work together to launch one cohesive campaign?

Here are some handy tips that might help when engaging multiple agencies to effectively drive all you business goals:

Have a concrete plan

Before signing on any new partners, review your campaign plans and ask yourself these questions 

• Who is my audience and how do they consume information?
• Where do they hang out (online)?
• What online format would work best, and how much money can we spend on this? 
• What are we trying to achieve? 
• How do we measure success?

While these are questions your future agency partners can help you answer, it’s good to give them some thought and prepare a great brief  before you head out and look for the people you want to work with. The clearer the brief, the more accurately the agencies will be able to develop proposals and costs, and the quicker you can get your project off the ground. 

Know what you need

Once you’ve locked in your potential agency, be clear about what you want and need – whether it’s driving product sales, brand awareness or credibility. The more accurate your brief is, the easier it is to be accurate about costs. 

To avoid hiring agencies that offer the same or similar services, be careful and clear when selecting your partners. 

Encourage collaboration and teamwork

Once you’ve selected your partners, you then need them to work with you and together. This is sometimes the tricky part —  because a lot of communications agencies offer a similar selection of services, it is not uncommon to sign ‘competing’ agencies. However this is normal, and everyone involved should act as professionals.

But in the event that there is animosity or a tension in the air, especially in the early stages of working together, the fastest way to overcome this and get everyone working together  is to make the campaign’s end goals very clear to everyone involved.  To foster collaboration,  facilitate multi-agency brainstorms where everyone has a say, is involved, and can bounce ideas off of each other.

Enjoy the ride

Managing multiple agencies for a single project might be daunting, but if all parties can seamlessly work together, your work becomes easier. While it can be a messy ride sometimes, it’s important to celebrate success together and have fun!

Still confused about what services and agencies you need? We can help: hello@mutant.com.sg

COVID-19 disrupted everyone’s lives and prompted businesses to restructure – while some had to change their business strategies, others were forced to pivot and diversify to stay in the game.

But some businesses took a different tack: rebranding in the midst of the pandemic. Rebranding is generally not the first strategy considered when execs need to steer their companies back on track – but it’s one the Mutant design team often advocates for.  So when we noticed all this branding, we asked questions like, “Why did they rebrand?” and “How would a brand refresh help them navigate through the pandemic?”

Rebranding in such turbulent times is a big move. Let’s look at three businesses that  it did and the key lessons we can learn from them:

The Self-Discovery of Burger King

Image credit: Designboom

Okay, Burger King revealed its fresh (retro?) look in January 2021,but the work most likely began in the middle of 2020. Though the fast-food chain has never stopped releasing head-turning ads over the past 20 years, its visual identity has suffered since the last rebrand. In our opinion, it was outdated, unmemorable, and unappetizing. So, yes – it was time to rebrand before it lost top-of-mind awareness  from its increasingly visually-driven audience. 

The question is, “why now?”

Here’s what the brand and its agency said about their rebranding exercise:
“For Burger King’s first global rebrand in more than two decades, we set out to make the brand feel less synthetic and artificial, and more real, crave-able and tasty. We were inspired by the brand’s original logo and how it has grown to have an iconic place in culture. The new logo pays homage to the brand’s heritage with a refined design that’s confident, simple and fun.”

This retro-inspired visual identity is a stroke of genius; the logo and brand typeface are so lovably chunky and the revised colour palette evokes a juicy and delicious burger. We could almost taste a Whopper when we looked at the new design. In a time when we interact with screens more than ever before, there’s no doubt that Burger King made the right choice.

Go Daddy Gets with the Times

Image credit: Creative Bloq

Go Daddy had its fair share of controversy in its early years, most notably for their suggestive commercials. There was a time when “sex sells” was an acceptable way of generating interest for businesses, but times have changed for the better – and Go Daddy needed to change its brand messaging or risk being canceled. And change it did.

In 2020, GoDaddy unveiled its new look and voice. According to the company’s own tweet, “Our new logo, the GO, is all about empowering you—the everyday entrepreneur—to do what you love. Go after your dreams and make ’em real, knowing we’re here to help every step of the way.”

Visually, GoDaddy’s new look may not be groundbreaking, but the shift in the brand messaging is a fine example of a holistic rebrand: from a loud, shouty web domain provider that made unsavoury impressions to a brand seeking to empower “everyday entrepreneurs”. Some might say GoDaddy lost its quirk and personality, but that’s not necessarily a bad thing. Everyone grows up.

Julie’s Shot in a Rapidly Digitised World

Image credit: The Drum

Let’s look at a brand closer to home. Julie’s is a 35 year-old biscuit brand from Malaysia, and whether you like their biscuits or not, it’s considered a household name in its home country. So it’s safe to assume that everyone noticed the makeover. The question is, why?

According to its brand director (the son of the brand’s founder), the pandemic spurred the brand to futureproof itself by going digital. The result of this rebranding exercise resulted in a total makeover and a reorganisation of their product portfolio. 

Visually-speaking, Julie’s was long overdue for a facelift. We believe that the new look is more digital-friendly and appealing to the younger generation, and we’re excited to see how a legacy brand like Julie’s will leverage a new look to achieve  brand vitality that will help it stay present in local households.

Now that the global pandemic is slowing, you may be wondering, “is this the right time to rebrand?” The answer is simply, “it depends”. Did you rediscover what made your brand so lovable during the pandemic? Have recent events caused you to reevaluate the marketing direction that worked in the past? Did your company experience an organisational change that brought along a new set of goals and values? If your answer to any of these questions is “yes”, then yes, you should consider rebranding.

At Mutant, we can do more than just giving brands a makeover. Our team can help you troubleshoot your brand and find out what connects with your audience. Drop us an email at hello@mutant.com.sg to learn what we can do to help.

A year ago, every company was talking about what the new normal would look like in a post-pandemic world. Fast forward to today and most companies are still asking themselves that question. But when it comes to the workplace of the future, it’s increasingly evident that hybrid working models are here to stay. 

Hybrid working models aim to achieve the best of both worlds by tapping on the benefits of working remotely and at the office. With enough preparation, they’re also versatile enough to complement almost any industry — even PR agencies like us. 

Here are some tips we think all PR agencies should consider when it comes to getting the best out of hybrid working models: 

Prioritise flexibility

Flexibility is at the core of a successful hybrid working model. This means giving your team the option to choose how and where they want to work. In Singapore, a recent Employment Hero study showed that nearly half (46%) of employers implemented more flexible working options since the pandemic, with 39% planning to formalise flexible work options as the norm across their organisation.

Create intelligent and safe working spaces

With hybrid working models, every visit to the office is now inherently purposeful. Team members might be coming in  to brainstorm for  a new PR campaign, to  get some quiet time away from home  or simply catch up with teammates or clients. Organisations like PR agencies, who thrive on creativity, can optimise their workspaces to promote collaboration and social interaction. Smart layouts with dedicated areas to boost collaboration as well as  quiet corners to improve concentration can help employees stay productive at the office. 

As we increasingly learn to live with the pandemic, making sure your employees feel safe at work is of utmost importance. With the recent rise in Covid-19 cases in the community, employers need to be able to implement strict safety protocols including social distancing, mask mandates and increased frequency of cleaning and disinfection to protect employees who choose to work from the office. In fact, a clean and safe environment can even contribute to productivity, with a global WeWork study showing that a safe environment actually improves individual productivity by 4%. 

Cultivate strong company culture

According to McKinsey, companies with healthy workplace cultures offer three times greater total returns to shareholders. In a hybrid workplace, companies need to double down on the effort to implement a unified workplace culture that caters to those working onsite and remotely. It is important to be able to stay connected with colleagues no matter where they are at – home or office. 

At Mutant, our culture is everything to us. Having joined the company during the peak of the pandemic, my entire onboarding experience was completely virtual. Even so, I was able to connect with not just my immediate team, but the wider company (even our Mutants in Malaysia!). Now, as we gradually head back to the office, we are able to seamlessly bring that connection into our offline environment as well. That’s the beauty of having a strong workplace culture.

While remote working has been great, it cannot fully replace the way we worked pre-pandemic. A hybrid approach that offers flexibility and freedom will be the way forward for most companies, including PR agencies. Now it is up to the business leaders to provide the right environment, tools and culture to support their employees on this journey. 

Want to continue the conversation? Talk to us at hello@mutant.com.sg.

What comes to mind when you think of public relations? Most people would envision a meticulously planned campaign that involves pushing out a templated press release with lots of fancy-sounding words and endlessly tracking vanity numbers like ‘reach’ and ‘impressions’. 

What if I told you that this cookie-cutter approach is often ineffective, and fails to add value to your brand equity in the long-run? As PR partners, the kind of outreach that we drive for our clients needs to be a lot more nuanced. The pandemic has also forced companies around the world to rethink their marketing dollars, which means it’s more important for us to ensure we’re delivering the best bang for every buck.

Public relations is a diverse practice that has the potential to do wonders for your business and brand goals—when used effectively. Here are some examples of how different types of businesses can focus their PR strategy to deliver maximum impact for their profile and goals:

A tech start-up that’s trying to get more investors

Having worked with at least a dozen different startups in Southeast Asia, there are three things I believe will certainly help put you on the map—numbers, numbers and more numbers. 

A good start would be to talk about how fast your business or team is expanding, how many customers you’re engaging, or the size of the market you’re looking to capture. Quantify these (as much as possible) to give potential investors a clear picture of your potential for growth and the impact your business is already driving.

On the tactical side, focus on pitching to specific industry-focused media, or Tier-1 names in the technology & start-up space. This will help you gain more visibility among relevant investor audiences.

A B2B company that wants to win more clients

Now this one is trickier—B2B companies often have to work a lot harder to be visible, valued and understood, as opposed to everyday consumer brands. 

If your goal is to get the attention of (and eventually convert) potential clients, start by highlighting the unique strengths of your product or service, and prove how it drives results for your customers. An excellent way to do this is through case-studies featuring real, existing clients, that help build authenticity and trust among business audiences.

Another great approach is to leverage unique assets like data-driven reports and gated content. Not only will this position you as an experienced and original thought-leader in the industry, but it’s also a proven lead-generation method that brings in  more qualified leads. 

For an integrated approach, you can also optimise your SEO and social strategy to feature and push content that is most relevant to your potential clients. 

A big corporation that’s trying to boost reputation

Big corporations can sometimes find that their audiences have started to disconnect. This usually happens when the brand has an old and outdated narrative that younger generations don’t relate with. A comprehensive strategy to tackle this would be to refresh your messaging and ensure it is relevant for  newer audiences and their  cultural context.

That being said, companies may not always have the means or motivation to undertake a change of this scale. But the desired impact can still be achieved by leveraging your people.  Positioning top executives as authority figures (through media opportunities and organic content) can help establish your industry expertise, or even putting a spotlight on employees to humanise your brand can make it seem more approachable.

Long story short, PR is most effective when personalised—and your brand needs an agency partner that understands this. At Mutant, we make it a practice to sit down with every single client  and understand the brand’s profile and business goals, which is used to meticulously tailor strategies for success.

From determining what messages to highlight, to identifying the right media outlet for every audience type, we’ve done it all. Email hello@mutant.com.sg to find out how!

In today’s digital world, the customer may not always be right, but they are always extremely opinionated. People spend hours shopping online: researching, choosing, buying and leaving feedback. For your business to thrive, it is crucial that you are constantly on the lookout for social data about your brand. After all, if you want to become a household name, you have to attain high brand awareness. 

Luckily, you don’t have to hire someone whose full-time job it is to log every review and mention. Instead, employ social listening tools. 

Why does social listening matter?

Social listening helps brands understand their audience’s likes, dislikes, and what they are most prone to respond to. Brands need to listen to their audience so that they can answer questions like, ”what issues do they care about?” and “how can we help solve their problems?” By tapping into what consumers value, your brand can reach them on an emotional level.

Beyond this, understanding an audience’s perception of a brand and capturing consumer sentiment is also crucial to attract new audiences, keep loyal audiences on the side, and identify new trends and opportunities. This is especially handy (and smart!) when planning marketing campaigns. 

For example, Dove used its platform to tackle an issue faced by young girls—the real beauty standards in a digital era. Highlighting the widespread damage caused by the trend of heavily edited selfies, with ‘Reverse Selfie’. 

This campaign is a sequel to the film ‘Evolution’, where it tackled retouching in the beauty industry, the unrealistic standards it was setting and how it was affecting millions of young girls’ self-esteem. The dangers of social media have been widely documented, and more screen time during the pandemic has only made things worse. 

The team spent hours listening to girls about their experiences of using beauty apps, and how they felt about themselves. Dove wanted to deliver hope – a combination they admit wasn’t easy. Now that social media has grown to be part of our everyday lives, young girls can easily access face apps and retouching tools to alter their appearance with a few clicks. As a result, many feel the pressure to distort their appearance and create something ‘perfect’ for social media.

Dove wants to change this by highlighting this issue and to help the young people navigate social media in a positive way—driving a movement and conversation around this topic. When the new campaign launched, people took to social media and were buzzed about it. Why? The audience resonated with the message. The brand listened. The brand spoke up. 

Here’s how you can build a successful campaign using social listening:

Listen before you speak

Not listening to your audience is similar to driving without a GPS. You likely already keep up with competitors by checking share of voice and conducting daily or weekly media monitoring, so you should also keep your ear to the ground and listen to your audience. This will ensure that your brand is better prepared to plan strategies \ aligned with your target audience.

Through social listening, you can uncover insights that you might never have found with a traditional search. It amplifies the voices of all the people talking about the product as well as the industry the product is in. 

When Nescafe Dolce Gusto launched in Malaysia, their goal was to increase engagement and the number of followers locally. With social listening they were able to create a more relevant content calendar and in return, engagement, followers and brand mentions skyrocketed. But how did they do it?

Social listening enabled a better understanding of coffee lovers in Malaysia, including when, what and why they talk about Nescafe Dolce Gusto. The insights allowed a more thorough understanding of customers — who they are, what their passions are, and where the conversation is taking place. This helps brands identify how they can best resonate with their target audience and execute business strategies that result in respect and admiration from the public. 

You can’t just speak – you need to amplify

The most effective marketing campaigns are well-targeted and relevant to the target audience and their place in the purchase journey. And the best way to convince customers to make a purchase is by truly understanding who your target audience is and what they need from your brand.

Using social listening to fine-tune customer profiles and conduct trend analysis paves the way for you to understand their needs and expectations, and develop highly targeted campaigns that are relevant to them.

To understand consumers’ expectations and better serve them, L’Oréal uses social listening to help the company identify industry trends and show what consumers are asking for. Back in 2011, the brand was unsure which hair product to develop next, so they turned to social media to discover what their customers and potential customers wanted. By pairing the social listening data with Google trends analysis, they successfully launched a new product. 

By performing social listening, brands can create the kind of content the audiences want, come up with new ideas based on industry trends, improve audience experience by interacting directly with audiences, and continuously shift audience strategy to fit the current need.

To find out how to get started with your first social listening-led campaign, drop us an email at hello@mutant.com.sg

Though Halloween is just behind us, we’re still thinking about witches, ghosts, and scary stories. However, brands are probably worried about something more terrifying — campaigns gone wrong. 

These monsters, unlike gremlins and other spooky creatures, consume your money, and harm your brand’s reputation, keeping you awake at night. While these campaigns may or may not have achieved their goals, they left an indelible mark on the public that is difficult to forget years after they were launched. 

Every business has a marketing budget that it spends on hiring the best and brightest in the advertising industry to create campaigns that drive leads. While it sometimes works out nicely, other times they fail miserably.

Some setbacks are easy to overcome while others might lead to the demise of a company. To understand how to avoid such a scary situation, let’s look at campaigns that have resulted in terrifying results. Think of them as cautionary tales.

Pepsi’s “Live For Now–Moments” commercial with Kendall Jenner

Brent Lewin / Getty Images for Pepsi

Pepsi received a lot of criticism for its now infamous commercial in which Kendall Jenner hands a can of Pepsi to police officers on the front lines of a protest. The commercial, released during the height of the Black Lives Matter movement, was supposed to convey a message of peace, unity, and understanding, but instead seemed to imply that if protestors were nicer to police officers, there might not be clashes during protests. Ultimately, the commercial was panned for not only being tone deaf, but trivialising social justice protests.

Krispy Kreme’s “Krispy Kreme Klub”

Krispy Kreme UK / Facebook

Corporate community programs have long been a popular way for businesses to interact directly with customers, while also providing a free service or product. But when Krispy Kreme UK decided to put together a week’s worth of entertaining events for families during school vacations in England, somehow no one noticed that the activity planned for Wednesday was regrettably dubbed ‘KKK Wednesday’. 

The brand was so caught up in the idea of ‘Krispy Kreme Klub’ – which is what the KKK is supposed to be an acronym for here –that the clear reference to the notoriously racist hate group, the Ku Klux Klan slipped through the cracks and was promoted on Facebook. Though Krispy Kreme quickly deleted the commercial and apologised, the harm had already been done: parodies and Photoshop photos of Ku Klux Klan members enjoying Krispy Kreme doughnuts, quickly circulated across the internet.

Amazon: The Man in the High Castle

Katherine Lam/Pix11 News

Amazon drama The Man in the High Castle debuted in 2015 and presented a dystopian future in which Nazi Germany and Japan govern the United States after World War II. Amazon chose to promote the show in a New York City subway station and in a subway train – there were 260 posters in the station and the train’s seats, walls, and ceiling were covered in a rendition of the American flag, with the stars replaced by a German eagle and iron cross. 

The ads were supposed to run for 2-3 weeks until early December, but they were yanked hours after New York Mayor Bill de Blasio contacted Amazon to request that they be removed because they were “irresponsible and insensitive to World War II and Holocaust survivors, their families, and countless other New Yorkers.”. The lesson learned: even when fictionalized, historical events are nevertheless sensitive and using real imagery from such a devastating world event is a very bad idea.

Here are some valuable takeaways: 

Always double-check your work before submitting it

When you’re deep in a project, you sometimes can’t see the forest through the trees. Create a procedure for developing, editing, and proofreading content before you hit publish and get a lot of eyeballs on it.

Consider the zeitgeist

The majority of these marketing strategies failed because they were tone-deaf. Always think about the consequences of your work and how it may affect others. Examine your marketing messages and content  from all angles, and have a think about how people of other ages, cultures, sexualities, genders, and socioeconomic situations might interpret your work.

For instance, if you want to run a humorous campaign, avoid making content that’s tacky or tasteless. Do your homework if you plan to incorporate pop culture references and make sure you don’t include offensive or insensitive content. 

Being funny is a great way to engage people, but don’t let your brand’s values and convictions get lost in the shuffle. Remember that comedy is a subjective experience. Even if you don’t plan to offend your audience, you risk inviting  backlash that will affect your business and image if you discuss a sensitive topic.

Pay attention to what’s going on in the world right now

Sometimes, what might otherwise be a perfectly fine campaign is released at precisely the wrong time. To avoid this type of situation, it’s important to pay attention to emerging trends and breaking news so that you can postpone a campaign that might suddenly be considered offensive or insensitive before it goes live. 

On the flip side of this, consumers are smart — they can tell when a campaign is jumping on a bandwagon.  If you’re simply trendjacking or looking for clout rather than genuinely joining in, they’ll see straight through your efforts and what you’re really after: a PR opportunity at the expense of actual people.

Isn’t it true that any publicity is good publicity?

While we’ve all heard this adage, we should probably re-examine the statement in the content of modern-day marketing campaigns. The businesses mentioned in this article wanted to establish their brand by employing one-of-a-kind marketing initiatives — but their efforts did not go as planned. While they are now a part of online discourse, it’s at the expense of their reputations. Clearly, going viral isn’t always a positive thing.

Looking for a partner that can help you plan content and campaigns that aren’t hair-raising? Drop us a line at hello@mutant.com.sg

It’s World Mental Health Day on October 10th, and I’m already starting to see brands and businesses launch campaigns and initiatives to mark the day. It’s great—I love it, but I have to ask what happens on October 11^th when the LinkedIn posts have dried up and the momentum around mental health day slows down?

Every well-documented study on the subject shows us that mental health problems are on the rise, but employees still feel it’s a taboo subject to bring up at the workplace. It’s even an issue at organisations that boast the best policies. Why? Because companies often equate improving access to mental health resources to success, and they aren’t doing enough to talk about it. How many businesses are truly making room for neurological and emotional diversity? It’s not a lot, I bet.

And not doing this comes at a cost. Harvard Business Review reported that not acknowledging an employee’s mental health hurts productivity, professional relationships and the bottom line: US$17-$44 billion is lost to depression each year, whereas $4 is returned to the economy for every $1 spent caring for people with mental health issues.

Alongside access to mental health resources, what employees need is empathy, flexibility and open-mindedness. 

How senior leaders can communicate mental health support 

When the CEO or a senior leader speaks out in support of mental health, it sends a clear message of support. It could be as simple as speaking about professional stressors you’re experiencing as a leader, or actively encouraging team members to adopt healthier working habits and more sensible hours. This could look like:

• Senior leaders ensuring new employees are given information on how the organisation manages mental health 
• Becoming a mental health champion by regularly supporting and communicating mental health initiatives
• Hosting events or inviting speakers on mental health to breakdown negative stereotypes associated with mental health

Rally and empower your managers 

A recent survey of employees in the UK found one third said their line manager or employer had not checked in on their health and wellbeing since the onset of the pandemic. 

Any good manager should be in tune with their team’s emotions and well-being, but not all of them are empowered to make a real difference to the quality of people’s lives at the workplace. If you’re an organisation that is walking the talk where mental health is concerned, it’s time to train managers on mental health and stress management, including spotting early signs of mental health issues, and how to have supportive conversations with staff. 

Beyond that, there’s a few ways managers can proactively support their teams:

• Familiarise yourself with your company’s mental health policies
• Actively encourage staff to adopt healthier working habits by taking full lunch breaks, using their annual leave, and regularly checking in on them
• Be available to your team, giving them reasonable deadlines and stepping in when necessary to delegate or spread workloads

Effective HR can improve mental health outcomes

In many ways, an effective HR team is key to supporting mental well-being, and ultimately company culture. HR is not only responsible for creating a clear policy to encourage staff wellbeing—but implementing it, too. 

• Conduct regular staff surveys and focus groups to take stock and know how effective your mental health support efforts are; address shortcomings with the right measures
• Include mental health check ins as part of performance review meetings and appraisals 
• Continue driving awareness through FAQs, blogs, factsheets and by providing regular training to managers

In the spirit of being transparent and open, I will share that as a rookie reporter I once had a panic attack right in the middle of interviewing a high-profile CEO. In between struggling to breathe, sweating profusely and being crippled by intense fear, I managed to excuse myself and went to the bathroom where I collapsed on the floor for what felt like an eternity, before pulling myself together. 

Looking back, I wish that 25-year-old had an environment of support around her, and someone to talk to. 

Want to continue the conversation? Chat with us at hello@mutant.com.sg

Cultural appropriation is a big problem in design that gets tied up with political issues all the time. However, there is nothing political about it in essence, and businesses need to know this.  In today’s multicultural world, we are continuously exposed to different cultures from around the world. . We get to try new meals, different kinds of art and music, different kinds of apparel, and even different kinds of furniture. Then there are cultural fusions, which are influenced by a variety of cultures and come together to create something amazing.

This melting pot of cultures provides a fertile ground for small businesses. Most businesses profit from new markets or opportunities created by the diverse cultures we encounter on a daily basis. However, this is where issues around cultural appropriation come into play. What is permissible for a firm to do and what is not? 

What is cultural appropriation?

Cultural appropriation is a one-sided process in which a person or a corporation profits from the culture of another group without gaining permission or giving something back in return. It may have an impact on cultural groups’ ability to manage the upkeep, protection, transmission, and expression of their cultural legacy. This can have serious consequences for the cultural group’s economic health and well-being. 

Some people attribute personality traits or cultural practices to countries, faiths, or cultures, which is both insulting and harmful. National borders have little to do with cultural behavior, and we should never assume that a person’s nation of origin, language, or physical appearance corresponds to their personality. The truth is that there is no simple solution to avoiding inappropriate communication or cultural bias. Problems come when we reduce any object–a robe, mask, or headdress–to a nice thing without investigating its meaning and symbols.

Some examples of cultural appropriation in design

1. Urban Outfitters – Navajo Collection

Images via Urban Outfitters

Urban Outfitters is a brand that has made a number of cultural appropriation mistakes over the years. The “Irish I Was Drunk” tee, for example, was intended for St. Patrick’s Day but ended up fueling damaging preconceptions about Irish people. Another example was the Kent State sweater, which was pink and smeared with a red ink that resembled blood. This was extremely offensive because it alluded to the Kent State Massacre, in which three people were killed while opposing the Vietnam War. 

However, the brand’s biggest misstep was its  “Navajo” line of clothing that was released in 2012, which stole Native American images made by the Navajo tribe. Labeled Navajo, the line included sweaters, pullovers, t-shirts, undergarments, earrings, socks, tunics, flasks, totes, and gowns that featured these graphics. The problem with all of this, and where the corporation went wrong, is that they are profiting off of stereotypical Native American designs, with no regard or consideration for the communities that generate them, which led to the Navajo tribe filing a lawsuit against them.

2. The Mahjong Line –  Mahjong design ‘refresh’

Image via The Mahjong Line

One American corporation found itself in deep trouble after being accused of “whitewashing” the game. Based in Dallas, Texas, The Mahjong Line, which was created by three young white women in November 2020, issued an apology after its new version of the game was criticized, not just for its high price tag — some sets sell for as much as $425 — but also for its poor design. The removal of traditional Chinese numerals and symbols that are traditionally featured on the tiles and their substitution with imagery such as bars of soap, cherries, and sacks of flour sparked outrage on social media, with many accusing the creators of cultural appropriation.

Rather than starting with the tradition of Mahjong and using that information to develop something new, The Mahjong Line aimed to create a set that appealed to the “gal” (it’s what they call their audience), but all it did was whitewash  a piece of the Chinese culture and claimed it was something new and stylish.

How can I keep my brand from being guilty of cultural appropriation?

Consulting people who are well versed in the culture you want to incorporate design from, or hiring the artists from the tribe to create designs for your brand would ensure that the designs were unique and not plagiarized for profit. 

It is critical to ensure that your work respects various cultures in order for it to be successful. When in doubt, use this handy checklist:

• Check to see if you’re claiming ownership of techniques that were established long before you. 
• Keep your design’s long-term influence in mind. Consider all of the ramifications of using it and be respectful of cultures now and in the future. 
• Remember that you’re working with shared knowledge, so make sure you’re using the design in a way that honors the culture’s wishes. 
• Obtain the necessary consent from the cultural elements’ legal and cultural owners.

Curiosity is at the heart of design. Context is important in design. You’ll know not to mess with something if you know what it is.

Want advice on how to create cool designs? You’ve come to the right place: hello@mutant.com.sg