Publications
Publications
- June 17, 2016
- Harvard Business School Working Knowledge
Companies Need to Start Marketing Security to Customers
By: John A. Quelch
Abstract
Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away at a Walt Disney World resort, the reputation of one of the greatest global brands is sullied by a tragic alligator attack on a small child.
The marketer has no greater responsibility than to ensure the safety of the consumer. So why do we not hear more about safety? The ugly truth is safety doesn't sell.
The marketer has no greater responsibility than to ensure the safety of the consumer. So why do we not hear more about safety? The ugly truth is safety doesn't sell.
Keywords
Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
Citation
Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)