Beware of the bad reputation of companies - Companies

Beware of the bad reputation of companies – Companies

Fragile, the sympathy capital of a brand or a company can quickly plunge in the event of a slippage. Recent examples.

What do Heineken, the Filigranes bookshop and the Antwerp football club have in common? For various reasons, these three companies have recently been put in the spotlight with a real risk of damage to their reputation. If Heineken did rather well by belatedly announcing the end of its activities in Russia after the call for a boycott of its beer, the two other brands still seem bogged down in a real deficit of i…

What do Heineken, the Filigranes bookshop and the Antwerp football club have in common? For various reasons, these three companies have recently been put in the spotlight with a real risk of damage to their reputation. While Heineken did rather well by belatedly announcing the end of its activities in Russia after the call for a boycott of its beer, the other two brands still seem bogged down in a real image deficit. At issue: inappropriate behavior on the part of media personalities from both companies. In Antwerp, it was the recent arrival of Marc Overmars as technical director of the Flemish club which sparked hostilities. The Dutchman, who was forced to resign from his position at Ajax Amsterdam last month for inappropriate attitudes towards several female colleagues, quickly found work at Antwerp, much to the chagrin of several team sponsors. Considering that their image was in danger of suffering, five companies therefore suspended their partnership with the Antwerp club for the current season, just to put pressure on the management and to invite them to reconsider this clumsy recruitment. At the Filigranes bookstore, it was the damning testimonies of 48 employees – half of the workforce – against their boss Marc Filipson who this time tarnished the image of the company and its founder. Accused of harassment in a note addressed to the Securex social insurance fund, Marc Filipson first said he was surprised, before finally deciding to take a “step aside” in order to hire a new director for the bookstore and to start a psychotherapeutic work to get rid of his “bad habits”. These three cases demonstrate that the notion of corporate social responsibility – the famous CSR – continues to gain momentum in the economic sphere. From now on, the smallest acts and gestures of brands, companies and their bosses are scrutinized and dissected to check whether they are in line with major unifying themes such as sustainable development, respect for others, anti-racism or gender equality. Woe to the reputation (and sales) of anyone who strays from the right path…

.

Leave a Comment

Your email address will not be published.