Brand apologizes twice for inviting Say Hi Brother Negav but still received backlash from public opinion

2 apologizations from the brand when inviting Negav

A brand's recent promotional campaign was met with a wave of fierce criticism when it invited rapper Negav to perform at the event.

In the program, Negav appeared and interacted with the audience. However, immediately after this image and information spread on social networks, many consumers expressed fierce opposition.

The reason is that before that, this Anh trai say hi Negav had made offensive statements and posts in a vulgar group.

Thousands of comments appeared on social networks, asking brands to have explanations.

On the evening of August 17, the brand removed all of Negav's photos from the fanpage and apologized, admitting errors in choosing guests, causing " misunderstandings and not meeting the expectations of the community".

The brand also confirmed that there is no plan to choose any official representative face.

However, the first apology was not enough to calm public opinion.

On the morning of August 18, the brand continued to make a second announcement, expressing regret for the "frustations and disappointments" caused by the recent event.

The brand admitted that it did not control the artist selection process well, allowing "individual emotions" to influence the decision. At the same time, the company committed to strictly disciplining the individuals involved. The brand also emphasized that the artists participating in the event are just guests, not representatives of the brand.

Communication lesson from the incident of inviting artists to get involved in a scandal

According to media expert Nguyen Tung Lam, in essence, continuously posting two apologizations for the same story is not the right way to handle the crisis.

"It shows the confusion and lack of calmness of media processors. This is completely understandable when the brand is reacted strongly and suddenly, while there are no good backup options for situations.

However, for big brands, the lack of steps to predict situations and plans B (in case of opposite reactions) is a regrettable thing, the expert commented.

From consumer reactions forcing brands to change their communication strategies shows the power of consumers. To be more precise in this case, the online community has a decisive influence on the brand in the digital age.

Not only this case, many brands have suffered "storms" attacks from public opinion.

This is a reality that can be seen in the current era, and is also an important point to note for any brand when choosing a representative and brand face for themselves.

There are many factors for a brand to choose a representative face, but there is an important step that every brand should keep in mind. That is, we must predict the psychology of the crowd, as well as their reactions when issuing a communication plan.

Expert Nguyen Tung Lam commented: "Solving faces that have had sensitive, unresolved past stories is a risky choice, because it can completely turn into a media incident if it is activated by a strong enough information and public opinion channel".

According to experts, the media has never been a game of emotion. Communication workers are forced to grasp this psychological trend to prevent it, or have reasonable backup plans before deciding to enter an adventure campaign.

Previously, Negav was criticized many times when appearing at events. The male rapper was called for a boycott because of his vulgar statements and posts. However, the producer of Say Hi Brother still let Negav participate in the concerts.