Take Refuge from Controversy in Principles

“I don't care what they say, as long as they spell my name right.”
     Researchers at University of Delaware and University of Hartford published their findings with this as the title. The studies tested the claim that any publicity, even if negative, improves profitability.
     The researchers say it doesn’t. However, research also identifies an exception: If you can take refuge in principles important to your target audience, the controversy tossed around by negative publicity can lead to you being noticed without being hurt.
     A decade ago, Chrysler Group—the company selling the Dodge Ram truck—paid for a marketing campaign which included hate mail about Dodge Ram drivers. The objective was to stimulate protestations of love for the truck.
     The campaign’s designers set up a website on which was posted a video of a drag race won by a Dodge Ram. There was no mention of the name, only images of the distinctive grill design. The impression from looking at the site was that it was designed by and intended for fans of the Dodge Ram. In fact, though, it had been set up by a marketing team.
     Next, the team starting sending letters to newspaper editors bemoaning the increase in drag racing and blaming Dodge Ram drivers for it. This produced spontaneous statements of praise about the truck and its owners. The praise was for upholding the principle of the open road.
     An example these days comes from the yoga-based retailer lululemon athletica using the slogan “Who is JOHN GALT?” on their shopping bags.
     First off, this action seems to be the company upholding the right to completely shun upper-case letters in proper names or use only upper-case letters in proper names, at will.
     But there’s more to it. Some people say that because the John Galt slogan is an integral part of Atlas Shrugged by Ayn Rand and because Atlas Shrugged advocates self-interest over social responsibility, these people now hate doing business with lululemon.
     How do I know that some people are saying this? There are articles about it in Maclean’s, The New York Times, Retail Customer Experience, and Daily Finance. The last of those four includes a recommendation to buy stock in the company.
     The articles also report how supporters of lululemon athletica praise the company for advocating principles of personal empowerment: The slogan is about John Galt, not about Ayn Rand.
     Nice PR outcome, lululemon?

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