Chase Bank: Money Spender Shaming
An attempt by Chase Bank to motivate people to practice thoughtful spending was unfortunately viewed by many as personal spending shaming. The image was a hypothetical conversation between the reader and their bank account. It was posted on their Twitter account with the hashtag #MondayMotivation.
The bank received negative comments from followers saying that the tweet was callous and bullying to some extent. Chase bank deleted the tweet and posting thereafter, “Our #MondayMotivation is to get better at #MondayMotivation tweets. Thanks for the feedback, Twitter world.” as a response to the backlash.
- Lesson: When getting your brand message across, avoid shaming or blaming other entities even if the approach is a tad humorous as it may still come out offensive.
Branding mistakes can be avoided by selecting the right message and images that work together. This process involves thorough research, creativity and testing. Excellent branding is all about going back to conveying the intended message
and finding ways to make your audience see it in a positive light.