The Point

The United Nations announced Wednesday that they are conducting an independent review into the Intergovernmental Panel on Climate Change’s processes and procedures.

Well, what would you do if you were the Brand Manager for the United Nations?

Faced with last year’s public-relations nightmare–embarrassing revelations made public via email about the validity of the data on climate change in its Fourth Assessment Report from 2007–a Brand Manager would have to be worried about damage to the UN’s brand, right?

Probably as worried as the Brand Manager at ConAgra Foods back in the summer of 2009, when the Peter Pan peanut butter had to be yanked from the shelves after testing positive for salmonella a couple of years ago.

Yanked off the shelf.

In May 2009 I had just joined ConAgra foods as an MBA summer marketing associate, and so I watched with interest the steps their Brand Manager followed as they attempted to repair the damage.

Step one–all Peter Pan peanut butter, regardless of the origin of the peanuts, was yanked from the shelves.

A first step the UN has, crucially, skipped.

Step two–admit there was a problem, and be forthright about your sincere commitment to solving the problem. ConAgra did a thorough audit of ALL its plants, not just the peanut-processing facilities, and established a renewed commitment to quality.

The UN is attempting to play here with their independent audit. But where is the sincerity? Where is the timeliness? Why not revisit all touchpoints with the public to see how their outputs are perceived.

Step three–reach out to your most aggrieved customers, offering them a reason to revisit your brand. ConAgra offered free coupons to any customer that called up and complained.

The UN lost credibility among their supporters as well as those who had already viewed the organization with skepticism. Their brand continues to tarnish, not just with Climategate, but with each move that proves they are out of touch with their audiences. Why not solicit input from the whistleblowers?

Step four–relaunch your product. Keep the product attributes your customers loved accessible, but make it clear that this is a new phase for your brand. Peter Pan peanut butter was in a new jar, but told it’s customers that they’d find the same great taste.

Americans–and citizens of the world–may debate the need for the UN, but their brand risks being forever marginalized if they don’t turn their crisis around. Grocery stores kept their shelves empty in the months that it took Peter Pan to regroup and relaunch, rather than filling them with other products. They knew there was a place for Peter Pan and that ConAgra would do all they could to win back its customers, a benefit to both company and retailer.

As the world looks less and less to the UN to solve its problems or provide leadership, the shelf space rapidly dwindles for the UN. Applying some crisis brand management lessons might help the UN — and also teach them how to listen to their customers.

Tags: Marketing, United Nations