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For the record, Maxxis sent an email yesterday (which I'm assuming many people
received) saying that their UK Motorsport branding is, essentially, out of
corporate control… Or something like that. The email also highlighted
everything they've done for women on bikes and wished me happy holidays.
My only question is this: if your company has gotten so big and so widely
controlled that keeping in line with one branding strategy that doesn't
dismiss, objectify or dumb-down entire segments of the market is difficult,
maybe you should consider condensing the branches of the company or creating a
'code of conduct' under which all marketing has to fall. Maxxis blaming this
on an outsider-controlled branch of their UK moto division is just poor
excuse-making. The brand ultimately suffers. That's the end cost. We'll move
on. We always do. But Maxxis tolerating (or perpetuating a culture inside
their brand that tolerates) this sort of advert is just plain stupid. Get your
ducks in a line. 'On brand' means as part of your brand. Figure out what it is
and move on. But don't parcel it out and expect consumers to forgive or
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