You will have all heard the news of the ‘sexist rant’ from Richard Keys and Andy Gray; two legends in Sky Sports programming. For those of you who have been hidden under a rock for the past couple of weeks, or just choose to turn a blind eye to media interference, Sky Sports legends Keys and Gray have been caught off-air making sexist remarks towards several females associated with the sport. Now you may be thinking ‘what’s that got to do with marketing?’.
Well, in fact, it is a great example of how important a reputation is to a brand. The alleged story states that both Keys and Gray believed their microphones to be switched off when the comments were made. Nevertheless, Sky Sports took action to combat the negative effect that this situation could have had on the brand. Sky Sports quick actions to fire Andy Gray demonstrates the importance of maintaining a good reputation. Reputations, good or bad, are the backbone of a brand. Since 1990, Sky Sports have worked hard to develop a strong and reliable identity. Throughout the 1990’s, Sky Sports was primarily male orientated, however over the past 20 years the audience has advanced, and is now a most-loved channel inclusive of many families, women and younger children.
With this in mind the significance of keeping a notable reputation is immense. Richard Keys soon followed Gray’s dismissal with resignation. This is perhaps seen by some as unwarranted; however the negative media attention is a key determent for the action taken. Sky Sports have a reputation to withhold, with no room for controversy.
Brand reputation allows businesses to be honest. A good reputation creates security and verifies the organisation’s offering. This results in definitive decisions that allow customers to trust and rely on the brand, and return to them in the future. It’s like a friend, people identify with your brand on a personal level. If the reputation is dented, so is the friendship. The loyalty is lost. A reputation is formed on the behaviour and actions of the business.
If Sky Sports were not seen to react to something that caused offence and controversy, their name as a whole would be disgraced. Although some may view the situation as exaggerated, it is Sky Sport’s responsibility to eliminate anything that infringes upon maintaining a good reputation, just as it is with any brand that wants to soar and succeed.
Emma Dobson is a branding expert and Touch Point guru at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
