October 28th, 2010 By Jack Morton
Maura Kelly, A freelance writer is a regular contributor to Marie Claire posted this article this week. In the last couple of days, it has generated a firestorm of negative reaction given the subject matter and the intolerant views by the author.
Clearly, I’m not a regular reader of Marie Claire, but this article was forwarded to me by a good friend and I found the brand challenge here interesting.
According to a recent Gallup-Healthways Well-Being Index, 63.1% of adults in the U.S. are either overweight or obese. (Full disclosure: I can be counted in this number – but I’m working on it ;)) That said, it appears Marie Claire has alienated a good piece of their readership.
Since this article was posted, the author has written an apology in response to the negative reaction.
UPDATE: Marie Claire has removed the article after public outcry in the national press and tens of thousands of negative emails.
Here are a couple of questions for you.
1) Do you allow freelancers or junior-level contributors to represent your brand online?
2) How do you manage your brand intent and prevent these kinds of crises from occuring?
3) How would you repair the brand damage currently being done at Marie Claire?