by It’s shortsighted, and perhaps dangerous, to think that negative or reputationally damaging information, however old it may be, will not resurface. Jeopardy host Ken Jennings had to apologize for past tweets that mocked people with disabilities when he was being considered as a host in 2020, and Kevin Hart gave up on hosting the Oscars in 2018 because of his anti-gay tweets back in 2011.
Examples are far too many, so we should be able to learn from history and not repeat it.
In 2018, Papa John’s founder and CEO, John Schnatter, who had been featured in national commercials, was forced to resign after it became known that he used a racial slur on a conference call. As a result, the company’s revenue and stock price took a hit, the NFL severed its partnership with Papa Johns, and they spent a significant amount of effort, time, and money to rebrand and distance themselves from Schnatter.
In today’s digital age, past negative content is increasingly being used in lawsuits and reputation attacks, making crisis management and litigation communications essential practices for addressing historical issues.
The online universe never forgets anything—but there are two sides to every coin. Positive actions, content, and news from the past can advance awareness today.
Nike and Gatorade have both used footage of Serena Williams playing tennis as a child to market their brands. Wendy’s reintroduced their “Where’s the beef?” slogan from 1984 in both 2011 and 2016 for a different, more current value proposition. This “long forgotten” content can reinforce credibility and support competitive advantage because a positive experience stands the test of time.
Here are some ideas about how to repurpose existing content to drive brand awareness:
- PUT A NEW SPIN ON THE PAST. Think of what worked in the past and why. Is it still relevant? If so, you may be able to use similar messaging in a more modern context.
Example: A car company emphasized their mutual dedication to safety with parents in ads about airbags and anti-lock brakes in the 1990s, which featured a mother driving her daughter. Now, the daughter is a mother and she’s driving her daughter in the same brand of automobile, which now has sensors and autonomous emergency braking. - CONNECT PAST AND PRESENT. Perhaps your company won an award or received positive media attention many years ago, and now you’ve won another award or had some recent positive news coverage. Referencing the two together can reinforce a narrative of your longstanding reputation.
Example: “Even back in 1985 we were recognized for our commitment to quality. Luckily, folks have noticed that not much has changed.” - INTERPRET THE MEANING OF THE PAST. Look back at your organization’s humble past in a lighthearted manner. Maybe your footprint was limited to a smaller region, your website was simplistic, and your products or services weren’t nearly as polished as they are today. Nostalgia sells, and this messaging reminds them how far you have come because you’re good at what you do.
Example: Two college graduates who started a financial advisory firm spent years competing against much larger companies. Their dedication and positive results eventually led them down the path of managing billions of dollars. They incorporate old photos, humble stats, and early anecdotes online and in their marketing collateral to reinforce their value proposition as a hardworking duo that delivers for their clients.
Everything we and others put online about individuals and businesses can and will endure—both the positive and the negative. While businesses must be prepared for the repercussions of past missteps, they also have an opportunity to leverage their history, reimagining and repurposing past content to amplify their current messaging. Whether it’s by connecting past successes to present achievements or tapping into the power of nostalgia, well-executed marketing communications and PR services can reinforce brand credibility and resilience.