What not to do…

Sell some of your company’s stake to Coca-Cola, who is the ultimate contradiction to your core brand value of being ethical.

Is recession enough to excuse this behaviour? Public is not happy with it (see Brand Republic video), Innocent just contradicted its what was once strong proposition and now they are asking to be valued the same by its consumers? The only reason people were paying £2 more for Innocent smoothies than any other cheaper and still tasty brands is now a blur.

Their reason for such misbehavior is its ambition to expand into Europe. I hope for Innocent’s sake that people see ‘minority stake‘ and ‘recession‘ as excusable, and indeed they do expand their operations instead of having to sell the majority off completely.


~ by nessahinkaya on April 21, 2009.

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