Revolution of Influence

I've always felt strongly that thoughts and ideas are the great equalizer of brands. No longer do we live in an era where only the largest of companies dictate their degree of influence based on how much money they spend to get in front of more eyeballs with one more 1-way message that's all about them.

The greatest influence can now be in the hands of the most helpful, transparent and personal brands of the world. Are you ready to be one of them? Caliber's Revolution of Influence blog aims to equip you with the strategies, content know-how, tools and trends to find the path that catapults you to newfound success.

  • Home
    Home This is where you can find all the blog posts throughout the site.
  • Categories
    Categories Displays a list of categories from this blog.
  • Tags
    Tags Displays a list of tags that have been used in the blog.
Posted by on in Brand Critique
  • Font size: Larger Smaller
  • Hits: 910
  • Comments
  • Print

Phil’s In The Wrong, But The Ducks Don’t Stop Here.

By now, we’ve heard and talked about Phil Robertson’s extremely controversial anti-gay comments in a media interview. Seriously, anyone who has followed this show as well as the programming heads at A&E had to know it was only a matter of time before Phil uttered the kind of hardcore statement that would upset a whole lot of people for good reason.

Do I think Willie Robertson would have said anything along the lines of what his father said? Absolutely not. I think as CEO, Willie will believe whatever he wants but also understands he has an ever-growing brand to protect in front of the media. He’s always understood the massive potential and growth of Duck Commander and its properties, taking the brand to a level that his father never could have dreamed of.

It’s partially for this reason that I believe the Duck Commander brand, along with the show “Duck Dynasty,” will be just fine. Here’s why.

First, remember that Duck Commander and Buck Commander cater to a very specific and loyal audience of people who use their products. Oh, they’re not going to use a duck call because they don’t agree with Phil Robertson’s views? Sorry. Don’t buy it. I don’t agree with Phil, of course, but I don’t buy the brand suffers among outdoor enthusiasts who were very much on board with this brand long before “Duck Dynasty” the show came along. There are legions of supporters who have hunting videos featuring Phil, Willie, Jase and the rest of them. They’re not changing their spending habits now. If anything, some of them will buy even more Duck Commander products – because regardless of whether they actually agree with Phil, they see him as a hunting patriarch. No way they walk away from that. Those roots run deep.

By the way, this includes not only buyers but retailers. I don’t see outdoor retailers or the biggest retailer of all, Walmart, stepping away from Duck Commander either. Sure, there may be protests by those who want to see DC pulled from the shelves but it’s not happening. The franchise is just too lucrative and the following is deep. You may appease one group but will enrage another. And in the end, money is what talks here, even if what Phil Robertson is talking is offensive.

Secondly, the show is going to continue to cater to a loyal audience as well. That audience isn’t going to completely evaporate. In our Kardashian-Teen Mom-Honey Boo Boo culture, there’s a group of people that are going to follow the Robertsons to whatever network they land on next. Book it right now. If the family leaves A&E, there’s going to be an audience for them elsewhere and if it’s any kind of mainstream station, it’s going to be a big one.

So the brand of Duck Commander and Buck Commander will be very much intact. So will “Duck Dynasty.”

What’s interesting to me, however, is that people think the 1st Amendment entitles one to say whatever they like without fear of consequence from an employer. Ah, what a blissful, naive existence such people lead.

I suppose NFL and NBA players never say anything controversial in the way busting out a tweet without getting fined by the people they work for. And most of the time, they’re talking about something that actually applied to their profession. Yeah. When you’re ripping apart a referee or saying how you hate the Commissioner, the whole 1st Amendment argument doesn’t go too far with David Stern or Roger Goodell.

See, what some leaders under a brand don’t understand, whether it’s Phil Robertson or Chick-Fil-A’s Dan Cathy, is that their brand has become so successful that, ironically, it’s actually much bigger than them or any one person. So when they make themselves the story rather than their brand, they’re doing a disservice to what they built. They’re making their negative comments against a group based on sexual orientation, race, religion, etc. the story that is connected to their brand. Even if it’s just for 24-48 hours, is that what you want people to think about first and foremost? Your stance against certain people instead of your product, your program, your brand?

In the end, life moves on, even in temporary crisis. We get over our hatred. We eat a chicken sandwich because we’re hungry, not because we agree with the CEO. We watch Duck Dynasty because those guys look nuts and we care less about the out-of-touch-views of one of their family members. They may be reality stars but they’re about as far removed from our reality as can be, even though they technically live in the same planet.

Because of this, right or wrong, there will be a place for these brands even though there is no place for the hateful commentary produced from one of their people. But let’s be clear about something – there’s such a thing as having media savvy and holding the people who appear in the media accountable for how they act and what they say. When Phil gives an interview in a magazine, he’s representing A&E. When Dale Earnhardt Jr. appears on television, he’s representing Mountain Dew. They’re linked, not independent of each other.

That’s why I think Phil Robertson will come back to the table with an apology so that the show can continue and A&E can keep its #1 money maker because in the end, the network doesn’t want to lose the show.

Strong brands can overcome a misstep or two – and for the Robertsons, this is one of them. But when you’ve built up a lot of goodwill along the way, it stands a good chance of helping you weather the storm of your own error.

As long as, of course, you have the good sense to recognize and acknowledge it sooner rather than later.
Trackback URL for this blog entry.
blog comments powered by Disqus

It's not hard to connect with us.

Are we a fit for you and you for us? We certainly could be. But let’s start simple. Take a look at your calendar and see when you have no more than 45 minutes to talk further about your goals while receiving greater insight on next steps.

Let's Schedule a Time

  • "Dan did a great job crafting our website's language as well as developing our brochure. His work was top notch and very impactful. We really appreciate the way he worked his "magic." Dan has our strongest recommendation."

    Michael Casaburi, CEO at Revulus Growth Partners
  • "Dan is not only a person with creative ideas, he is a professional with high intelligence and integrity. He has tremendous energy and technical acumen. Dan is is focused and loves what he does...creating brands and building relationships. He is always willing to offer a helping hand and brings a strong dynamic to any team he is on. I highly recommend Dan to any company that is seeking exposure, growth, financial results and brand development."

    Chadia Meroueh, V.P., Auto Tech and Body
  • "I hired Dan to freshen up the writing on my website, and am delighted with the results. Dan GOT what my consulting business is about in a way that I hadn't experienced from anyone outside my field! More importantly, he was able to take that understanding and write clear and compelling language about my services – AND suggest format changes to the site to make it more effective. I highly recommend him."

    Dina Petrakis, Renovation Coach, Littlerock Construction, Inc.

Get in touch

Caliber Phone and Email

Visit us on LinkedIn

Shoot us a message on Twitter

Visit us on Facebook

Or if Instant Message is more your thing...