A Lesson in Branding: Basketball Wives Test the Power of the Apology

June 11, 2012  |  

Apologizing is a hard thing to do, especially in professional situations where people are hesitant to claim liability and be accountable when things go wrong. However, learning to say “I’m sorry” is important in business. The repercussions for not acknowledging mistakes can have disastrous effects on a brand’s reputation. The train wreck that is “Basketball Wives” serves as a perfect example.

The show was able to coast on its success and ignore criticism of the ladies’ outlandish behavior until the most recent season. The show’s biggest culprits, Tami Roman and Evelyn Lozada, have been on an apology tour in an effort to mend the damage their bullying antics have done to their respective careers.

Tami has taken to social media outlets like Twitter and Facebook to express her regret over her treatment of fellow cast-mate Kesha Nichols. Tami took responsibility online and on Wendy Williams’ couch for her actions, and promised to use her platform more responsibly. Evelyn tweeted her remorse for her public feud with former friend Jennifer Williams and pitching a wine bottle at cast-mate Kenya Bell. She took it a step further and penned a public letter to her 7-year-old self, promising to be a better role model for young girls.

There is nothing like threats of a boycott and the collective dragging of your Twitter handle through the mud to churn up feelings of remorse. When your public image is at stake, a speedy apology is a good first step to repairing your reputation. Being honest about mistakes made allows a brand to reach a turning point within a crisis, and enhance its reputation by building trust, satisfaction, and loyalty. Business is all about relationships, and no one wants to be in a relationship, professional or personal, with someone who can’t own up to a mistake. 

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