Brands Respected for Revealing Vulnerabilities

April 11, 2017 -
Written By
  • brand vulnerability
  • brands claim second place
  • second place counts
  • marketing meets technology
  • buzz machine

Who doesn't want to come first? Be better than the best?

Everyone does in some way, shape or form including businesses - yet revealing faults or claiming to be second best has become a trend with brands recently. Admitting defeat, owning second place or outlining a fault is a great way to get the people talking and engaged with your brand. 

The more honest a brand appears, the more trustworthy you tend to feel about that brand.
Revealing vulnerabilities as a brand is a great way to connect with consumers and potential clients.  


Classico accepted that their pasta sauce can't beat homemade sauce from Nonna, but on a night when in the need of a quick delicious sauce, it's great to pick up a jar of Classico. The brand presented a commercial which portrayed a pasta sauce competition between Classico chefs and a group of Italian Nonnas. 


The brand acknowledged that they didn't know teens well and emphasized that they do know acne - very well.

Admitting that you don't know your consumers as a brand is a big deal as most brands know their audience well. 


Recognizing that the competition in the beverage business was extremely competitive, Snapple came with the 'threedom is freedom' campaign, proudly accepting that they rank after Coca-Cola and Pepsico.


See examples of other brands that have publicized that they aren't first in their category below. 


Ran a campaign indicating that they are the second best car rental company, and that they work harder towards becoming first. This tagline was removed in 2015 after they fell behind Hertz - but was used for 50 years prior to being removed. 

Tim Hortons 

When the company launched their dark roast coffee, it wasn’t well received by consumers. After admitting that blend wasn't rich enough, the brand darkened the roast and presented it again to consumers, encouraging them to use social media mentions to share their feedback of the new blend. 


Need a neat way to get your audience interacting with your brand? Contact a buzz machine specialist today! 
Sociology studies immersed Nicole in the study of human social relationships and institutions.   An understanding of how human action and consciousness shape our surrounding social and cultural structures has provided unique insights into the digital media space.  There has been a paradigm shift in technology and its impact on society, as the use of digital engagement and technology use has transformed this landscape.  Nicole has taken a keen interest in understanding digital engagement and social media, and in particular, the impact of this digital ecosystem for clients, customers, consumers, partners, and key stakeholders. After graduating from Conestoga College with an Office Administration diploma, Nicole decided to further her postsecondary education in Sociology at York University.  Marketing work experience, followed in client services, supporting promotional initiatives and creative campaigns for Nissan, Infiniti and Expedia. Nicole Reilly is as energetic as she is efficient, and has a passion for people. As a 'shindig specialist' Nicole enjoys good company, conversation and food.  During her downtime she likes to read and write or get creative in the kitchen.
Written on April 11, 2017 by
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