Marketing Your Way to the Bottom

Chick-Fil-A is anti gay marriage. By now we’ve all heard it.

And if you thought it was tough to market a fast food chain because of health risks in the news, just imagine how hard it is to marketing a fast food chain that has just abandoned and offended half the country’s population.

If I’m the CMO at Chick-Fil-A, I’m giving the CEO a call to ask, “What the hell, bro?”

The job of marketing is to spread the word, create brand awareness, use that brand awareness to drive sales, and then to take those sales and turn them into loyal customers. And with one sentence, the CEO took all the marketing for the past several years and dumped it in the trash. Whatever your view of Chick-Fil-A was a few weeks ago, today its different. Today, their brand is “Intolerant Bigots”.

If negative press is bad, this is worse.

Don’t do what they did.