It’s another of those questions which a lot of the cynics amongst us have been asking since a few weeks. So, let’s read Dr Bhaskar Das’s response to our question in the November 2 edition of Das ka Dum. Read on…
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Q. It’s often said that all publicity is good publicity – whether it’s positive or not. So, would you say that the recent angst that some of the brands also works for them?
A. One simple answer to such a cliched axiom is that “it depends”. Effective communication strategy ought to grow a business. If one can handle marketing and communication (a subset) strategy properly within an overall business plan, one would eventually start experiencing positive results.
On the other hand, a recent study of Stanford Graduate School of Business reveals that in some cases, negative publicity can increase sales when a product or company is relatively unknown, simply because it stimulates product awareness. Now, it’s a risky game as reputational challenges differ by brand, corporate or product, and by individual and it depends on context. On both sides of the spectrum, one can get examples galore to substantiate either of the conclusions.
One can’t generalise and apply a so-called axiom on a matter of art unless one is ready to combat the consequences.