ING Direct Canada: Are You Suffering?
(5 pages of text)
In a testament to the power of social media and the effect it can have on a business, the chief executive officer of a bank adopts the habit of taking to Twitter on a daily basis to promote his company’s services. But when the bank’s most recent ad campaign ignites a furor among TV audiences, Twitter quickly becomes a vehicle for crucifying the bank rather than promoting it. Within a week of the ad's air date, the bank is inundated with angry tweets, Facebook messages and media criticism. It becomes clear that the bank has made a mistake and will have to act quickly to decide on an appropriate response.
- To discuss the role of character in leadership.
- To determine appropriate actions to protect the brand under crisis-like situations.
- To highlight the role of accountability and transparency in communication.
- To explore what makes a good apology.
Finance and Insurance
Canada, Large, 2013
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