How to Do an Actual Brand Apology

Is it too late to apologize? Well, that’s just one question brands need to ask themselves before posting a graphic of their heavily PR-ed apology after a campaign gone wrong. In this week’s episode, we walk you through the steps to take to decide if and when your brand needs to say “We’re sorry” (and yes, you need to use those exact words), or if you should just sit this one out in an attempt to not make it worse.

00:00: Intro

02:30: Does your brand need to apologize?

07:15: When to skip an apology

11:00: The elements for a good apology

14:15: Does the platform for an apology matter

18:35: An apology as an overreaction

24:40: What to avoid in apologies

27:40: Questions to ask before issuing an apology

This episode is presented by Roku Ads Manager. For more, use code BREW5K at advertising.roku.com/marketingbrew

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Marketing Brew Weekly gives marketing professionals insightful analysis and a lively conversation on the latest trending topics in the world of media and advertising, from the Marketing Brew reporters who know the industry best.