The list of potentially genuflecting brands is endless: they make us fat, give us cancer, steal our money (you know who you are). In reality, brands have nothing to apologise for – they exist because we allow them to exist. The culture of victimisation, highly developed in the US and making strong inroads into the UK, is the issue. If we all were more adept at creating our own personal brands, with appropriate mission and values, we wouldn’t need anybody to blame.
Richard Eisermann, Strategic director, Prospect
The Evening Standard needs to say sorry for saying sorry. It’s using honesty to lure us in. So what is it really saying sorry for? Is it sorry for negative headlines? Isn’t that what sells? Or sorry for looking like a Sony ad? Sorry for the bad kerning on the posters? Sorry that it didn’t see the circulation numbers fall, and didn’t reinvent itself in time? That it was sold for £1? Or is it the new owner taking the opportunity to say sorry for something we’ll never know about? Sorry, but I don’t get it. Sorry.
Marksteen Adamson, Founding partner, Arthur Steen Horne Adamson
‘Lets not even start to think about banking brands, or McDonald’s, or Starbucks. I think Apple should apologise. Just when I have a full product range they bring out yet another latest ‘must have’, which I – and my daughter – must have. Also, Carphone Warehouse has always bugged me. Car phones! Warehouse! Let’s be relevant, please, and apologise for misrepresentation. It would be good to think that brands could or would apologise. It would show an honesty with itself and its customers, which would be very appealing. Surely that is exactly what they want to achieve.
Paul King, Retail director, Vivid Brand
I demand a public apology from class 4C. You know them: Wimpey, Barratt, Bryant, Laing and the rest. I want them up in front of the whole school, next assembly. They’ve been abusing our housing for decades. They failed their Georgian and Victorian history exams and missed the design and technology classes. I’d say hang them all, but the walls wouldn’t take it. Small minds give forth small windows and small rooms. Could do better.
Tim Elliott, Creative director, Jack Morton Worldwide