Authentic connections are now crucial for lasting brand loyalty, especially when trust is tested. Consumers expect more than apologies – they want genuine accountability and meaningful action. This was clear in late 2023, when a viral controversy hit a popular coffee shop chain in the Philippines.
Using YouGov BrandIndex, we tracked how quickly public sentiment shifted and what happened with the brand’s health metrics.
The controversy started with a Reddit post about order limits for PWDs at a Caloocan branch, sparking online backlash that intensified after a viral photo showed similar limits for seniors and PWDs.
Although the brand apologized and offered a 40% discount for seniors, PWDs, national athletes, solo parents, and Medal of Valor holders, Net Buzz fell by 12 points overall and dropped by 23 points especially among those who support brands that support social issues - ie., they champion the social causes.
Recovery began only in March 2024, showing the nearly two months time needed to regain public favor. This highlights how reputational damage can last even after corrective steps have been instituted.
Ponderables: How resilient is your brand? Have you boycott-proofed your brand and created measures to address this in case it happens? How do you monitor whether your brand health got affected and how fast recovery happened for your brand’s health?
Learn how DAILY brand tracking helps you act faster and smarter in crisis situations and see which other metrics got affected or are anticipated to be affected.
Our case study on Vice Ganda for an e-commerce platform shows a significant increase in brand awareness for an e-commerce platform. How this was discovered? Using YouGov digital solutions like Profiles and BrandIndex, the ‘agreers’ to the statement “I TRUST PRODUCTS RECOMMENDED BY CELEBRITIES OR INFLUENCERS” showed how brand consideration went up after launch of Vice Ganda as the endorser.
Discover other brand health metrics that improved significantly through these solutions.
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