There is a lot of fear in the world nowadays. Not just due to global events or certain political figures, but because of Society in general. People are afraid to be themselves or to speak their minds out of fear of backlash from Society: Youths warned not to express themselves for fear that their peers bully them. Innovators silenced because their employers fear failure or upsetting the status quo. So many voices out there go unheard out of fear.
When I first saw the “Paul Switched” commercial for Sprint, the first words out of my mouth were: ‘Shots fired, Verizon!’ I was shocked and impressed. which is exactly what Sprint was going for. Commercials like this that call out competitors so candidly are assumed to be coming from a place of pure confidence. This inspires people to do research and follow their calls to action in order to verify credibility, and increases overall brand awareness.
But let’s not talk about Sprint’s marketing win. Let’s take a peek at the situation from Verizon’s point of view, and explore the reasons why pinning so much onto a spokesperson can be a big risk.