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What is a failure?
A failure is not just a setback or an unsuccessful attempt; it is a term that has gained popularity in internet culture and informal communication. This slang term originated from the English expression “to fuck up,” which means to mess up or fail. The word is actively used in various contexts — from blogs and entertainment videos to office slang.
Despite its vulgar origins, failure has entered everyday language and has become a more expressive substitute for familiar synonyms like “setback,” “fiasco,” or “failure.” Many users find this word to be more emotional and vivid, making it suitable for advertising and discussions on social media.
Social media often features videos and posts highlighting awkward moments, company failures, or entrepreneurs' setbacks. All of this can be grouped under the term failures, which typically generate significant interest and discussion among users.
Brand failures
Mistakes made by well-known brands become topics of discussion in the media and on social networks, and they can seriously impact a company's reputation. Let's look at a few examples of failures from major companies.
Domino’s Pizza and the tattoo
In 2018, Domino’s Pizza launched a unique promotion: anyone who got a tattoo of the brand's logo would receive 100 free pizzas per year for 100 years. Initially, the promotion generated great interest, but when the terms were changed, a wave of dissatisfaction emerged. The company limited the participants and offered those who did not post a photo to pay for a new tattoo. As a result, only the first 350 participants were able to claim their prizes, and soon after, they faced tax implications from the winnings, leading to even more discontent.
Dolce & Gabbana and the chopsticks
The brand Dolce & Gabbana also faced serious consequences from its advertising campaign. In a video, a Chinese model was seen eating European dishes with chopsticks, which provoked a negative reaction from the audience and a boycott from consumers in China. This was a significant blow for the brand, as the Chinese market is vital for luxury goods manufacturers.
Snapple and the Guinness World Records
The company Snapple attempted to set a world record by creating the largest ice cream in the world. However, unexpectedly for them, it melted faster than anticipated, flooding the streets of Manhattan. This event attracted media attention but did not bring the expected success for the company.
Lessons from failures
Even the largest and most experienced brands are not immune to mistakes. To avoid failures, companies must carefully plan their marketing and advertising campaigns, conduct target audience research, and test their ideas. For instance, IKEA conducted a four-year study before entering the Thai market to avoid cultural misunderstandings regarding the names of its products.
Failures can serve as valuable lessons for businesses, as they help to understand what went wrong and what can be improved in the future. By sharing their mistakes, entrepreneurs can inspire others and demonstrate their professional growth.
Failure as a promotion tool
In today's world, companies are increasingly sharing stories of their failures, allowing them to establish closer connections with their audience. These stories become the subject of blogs, podcasts, and webinars, attracting attention due to their sincerity and realism.
By publishing their failures, companies not only educate others but also create motivation for their clients. People enjoy hearing about the failures of well-known brands, as it helps them feel less alone in their own mistakes. Therefore, sharing stories of setbacks is not only beneficial; it can also significantly enhance audience loyalty.
Thus, failure can become a powerful tool in the hands of marketers if they can use it correctly and emphasize the lessons learned from setbacks.