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So much of how the world views your brand is based on what they expect from your brand.
Manage expectations. That’s a big lesson for brands.
Reaction? Here are some comments from Twitter.
“Willie Nelson arrested for pot. That’s like arresting a fish for being in water.”
“Finding pot on Willie Nelson is like finding the clap in a whorehouse.”
“The real news is that they ONLY found 6 ounces of pot in his tour bus.”
“You’d think at 77 year old he would have learned how to hide his pot better by now.”
“Willie arrested for pot possession. God, who made it, is still at large.”
Willie Nelson could get arrested for possession every day of the week and it wouldn’t damage his brand one bit. In fact, it might actually enhance it. The world expects Willie Nelson to smoke pot.
On the other hand, if Taylor Swift was arrested for pot possession the entertainment universe would explode with breaking news that would shock and horrify people across the globe.
As a brand, do you truly understand the expectations of your fans?
Rock star brands know those expectations. They do research to figure it out definitively. They watch their customers, talk to their customers, and never fail to live up to the expectations of their customers.
If you don’t know the expectations of your fans, and you simply guess at them, you could find yourself in extremely uncomfortable and unprofitable situations.
McDonald’s thought that their customers expected fast food, and pizza seemed like a natural fit. Millions of dollars went up in smoke.
At one point Coors thought that their customers expected refreshment, so water seemed like a great idea. Millions of more dollars went up in smoke.
Fortunately, Willie Nelson knowsthat his fans will only love him more after his latest pot bust. No guessing.