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Mistakes happen and people mess up. These are generally accepted as facts. But how these mistakes and mess-ups are handled is key to a brand’s image. It’s always important to have a plan for your crisis communications, but I’m not talking about something that serious. I’m talking about the small blunders that aren’t going to send your company under, but require intelligent, strategic action nonetheless.

Attacking a Fan

I got to thinking about this after Ferrero, owner of Nutella, recently sent a blogger a cease-and-desist order. Her “crime?” Creating and maintaining World Nutella Day and a corresponding website as a tribute to the amazing hazelnut spread. What were they thinking? They had a fan-created Facebook page with 40,000+ likes and a day that celebrated their product. They had a brand evangelist spreading (pun intended) the word on their product. Said day would also likely translate to sales as who would celebrate World Nutella Day without Nutella? I can understand to some degree wanting to control their message, but wouldn’t it have been easier to work with the blogger than against her? Ferrero really should have considered the PR repercussions of their legal actions. Protecting copyrights and trademarks is important, but this hurt more than it helped.

Understated Apology

Ferrero has since rescinded their cease-and-desist, and made a statement saying “The case arose from a routine brand defense procedure that was activated as a result of some misuse of the Nutella brand on the fan page. Ferrero is pleased to announce that today, after contacting Sara Rosso and finding together the appropriate solutions, it immediately stopped the previous action.”

Their response was quick and explained what had happened, but was it enough? It was enough to protect their brand from any long-term damage; it was not enough to turn this around and really own it. This PR blunder was an opportunity; one that was not capitalized on. After ending the cease and desist, Ferrero could have done any number of things. They could have made a big to-do about giving the blogger free Nutella, they could have pledged support for World Nutella Day, they could have made light of it on social, etc. But they didn’t.

A Brand Dinged

The result? We think a little less of them. They come off as more corporate than colloquial. More business than fun. And the Nutella brand should be fun.

The lesson here is you need to be able to roll with the punches and maximize your positive PR image. When you have your community’s attention because you’ve made a blunder, consider that an opportunity not to be wasted.

Unfortunately, World Nutella Day is not until February 5, so we have some waiting to do. Can you think of other examples of missed opportunities?