I was reviewing a potential client’s website, and across the top of the page was their big seasonal promotion:

Are You Ready For Some Football???

Now in every year prior to 2011, this has been a fantastic mood-setter around this time of year. However, when Hank Williams, Jr. made his controversial comments, it became just as powerful a repellant!

Although this person wasn’t trying to be offensive, political or add whatever label you want to add, they failed to pay attention to what was happening around them and to adapt to the changes.

If they had been paying attention, they would have realized that they needed to change that banner statement tom something else football-related.

This is in no way a judgement of what was said, understood, misunderstood or intended… The fact of the matter is that the statement occurred and the public was no longer attracted to Hank’s famous line…

…and as a marketer, you have to stay on top of this sort of thing. Mind your surroundings… Because they are always changing.