The scent never caught on (shockingly), and the campaign became more of a social media punchline than a marketing triumph. The core mistake? Burger King’s communication strategy missed the mark, failing to resonate with the audience they were trying to impress. The moral of the story: even big brands can burn themselves with a tone-deaf approach.

Now, that’s just one of many examples of communication strategies going off the rails. But the good news is that most of these mistakes can be avoided with a little foresight and some smart thinking. Let’s explore some of the most common communication blunders and how companies have successfully recovered from them, with a few more real-world stories to bring these lessons to life.

Mistake 1: Lack of Clear Objectives

One of the most fundamental errors companies make is failing to define clear communication goals. Without clear direction, campaigns often fall short, making it difficult to gauge whether they’ve succeeded or not. A prime example of this misstep is Pepsi’s 2017 Kendall Jenner ad.

In an effort to align with social activism movements, Pepsi released an advert featuring Kendall Jenner seemingly calming a protest by offering a police officer a can of Pepsi. The ad was widely criticised for trivialising serious social justice issues, with many feeling it implied that such protests could be “resolved” with a soft drink. The root cause? Pepsi lacked a clear objective for the campaign—was it aimed at raising brand awareness, showing support for activism, or simply entertainment?

How to Fix It: Before launching any campaign, set crystal-clear objectives. Are you looking to boost brand awareness, enhance public perception, or drive sales? Having a clear focus could have prevented Pepsi’s blunder by ensuring the message was both appropriate and effective. Instead of vague goals, brands should adopt SMART objectives—Specific, Measurable, Achievable, Relevant, and Time-bound. Had Pepsi aimed to raise genuine awareness around a social issue, their approach might have been entirely different.

Mistake 2: Failing to Understand the Target Audience

In communication, a “one-size-fits-all” strategy rarely works. Take McDonald’s 2014 #McDStories social media campaign, which went spectacularly wrong. The company hoped people would share positive experiences about their brand, but the hashtag was quickly hijacked by critics, who shared negative stories about food quality and customer service.

McDonald’s mistake was assuming that all of its audience felt warmly towards the brand. A more nuanced understanding of the audience could have prevented the backlash, which created a significant PR headache.

How to Fix It: Understanding your audience is critical to a successful communication strategy. McDonald’s could have benefited from conducting social listening and sentiment analysis before launching the campaign. Brands must tailor their messages to different segments of their audience and anticipate potential negative reactions. Dove’s “Real Beauty” campaign is a great example of this—Dove tapped into a desire for authenticity and self-empowerment, which resonated deeply with women, delivering a message that felt personal, relevant, and authentic.

Mistake 3: Inconsistent Messaging Across Platforms

Consistency is key to effective communication. Yet, many businesses, particularly those using multiple agencies or marketing teams, end up with mixed messages across platforms. This happened to Lush in 2019 when they announced they were leaving social media in the UK. The messaging varied, with different parts of the brand giving conflicting reasons for their exit—from dissatisfaction with algorithms to a desire for more direct customer engagement.

This left customers confused. Was Lush truly abandoning digital engagement? Was it a permanent move? The lack of consistency damaged their digital reputation and alienated some customers.

How to Fix It: Adopt an integrated communication approach to ensure all your channels deliver a unified message. From your website to your social media accounts, the messaging should be cohesive. A brand messaging framework helps maintain consistency. Take Apple, for example—its communications are seamlessly aligned across platforms, from product launches to everyday social media posts. There’s never any confusion about what Apple stands for, and that’s the result of meticulous, strategic message alignment.

Mistake 4: Ignoring Data and Analytics

In the digital age, data is a goldmine, yet many brands choose to rely on gut feeling rather than solid data. A great example of this mistake is Netflix’s 2011 decision to split its service into two brands—Netflix for streaming and Qwikster for DVD rentals. The reaction was overwhelmingly negative, with customers confused and annoyed. The company had ignored customer data, misjudging what users actually valued. Within weeks, Netflix reversed its decision and scrapped Qwikster altogether.

How to Fix It: Data should underpin every aspect of your communication strategy. Whether it’s engagement metrics, customer feedback, or sales data, analytics provide essential insights into what’s working and what isn’t. Amazon excels at this, using customer data to personalise everything from product recommendations to marketing emails. By leveraging data, Amazon ensures its communications are always timely and relevant.

Mistake 5: Not Being Agile or Adaptable

Business communication is fast-moving, and what works today may be outdated tomorrow. Kodak, once a photography giant, is a textbook example of a company that failed to adapt. Despite inventing the digital camera, Kodak clung to traditional film-based messaging and missed the opportunity to lead the digital photography revolution. By the time they realised their mistake, it was too late, and the company faced bankruptcy.

How to Fix It: Adaptability is essential. Regularly review what’s working and what’s not, and be ready to pivot when necessary. Nike showcased this during the early days of the COVID-19 pandemic. As gyms closed and sports events were cancelled, Nike quickly shifted its message to “play inside” and offered free access to its Nike Training Club app. This responsive approach kept the brand relevant and in tune with its customers’ new reality.

Mistake 6: Neglecting Crisis Communication Planning

Every brand will face a crisis at some point, but failing to prepare can make things worse. Boeing’s handling of the 737 Max crisis in 2019 shows what happens when companies are unprepared. Following two fatal crashes, Boeing’s communication was slow, unclear, and often dismissive. It took the company too long to accept responsibility, and when they did, their messages felt defensive rather than empathetic.

How to Fix It: Crisis communication is all about being prepared. Johnson & Johnson’s handling of the 1982 Tylenol poisoning crisis remains a classic example. The company acted swiftly, prioritising customer safety, recalling millions of bottles, and communicating transparently throughout. This quick, open approach not only saved the brand but also reinforced long-term customer trust.

Mistake 7: Overlooking Employee Communication

Your employees are your most valuable brand ambassador – yes, this is actually true! If they don’t feel informed or connected to the company’s communications, you’re missing a vital resource. It’s really important to explain not just the ‘What” and the “How” of decisions but the “Why” as well (if feasible).

Explaining the why behind a decision is crucial because it provides the context and meaning that help people understand the what and how. Without the why, a decision can feel arbitrary, confusing, or even unfair.

Uber’s internal turmoil during the Travis Kalanick era illustrates this point. Employees were often left in the dark about the company’s direction, contributing to a toxic workplace culture and public scandals.

How to Fix It: Ensure your employees are informed and engaged with your communication strategy. Microsoft, under CEO Satya Nadella, made a concerted effort to improve internal communication, fostering openness and inclusivity. This change not only boosted morale but also helped transition Microsoft from a “know-it-all” to a “learn-it-all” culture, improving both internal and external communications.

Conclusion: Learn from the Mistakes of Others

Effective communication is both an art and a science. By learning from the mistakes of others—whether it’s Pepsi’s unclear objectives or Boeing’s crisis mismanagement—you can guide your brand towards success. The key is to stay adaptable, data-driven, and customer-focused. And remember, every misstep is an opportunity to learn, grow, and refine your strategy.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]