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

June 11th, 2012 - By C. Cleveland

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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  • http://www.facebook.com/andrew.price.71 Andrew Price

    Sorry but too late. I doubt their sincerity. Here’s a branding lesson: First Impressions are usually the strongest.

  • Cocoa Brown

    Does anyone believe they are really sorry? Tami and Evelyn thought they were being funny and when the press turned on them, now they’re sorry. That franchise stinks. It gets high ratings and people with money are making even more money off the backs of screaming, out-of-control, attention seeking women of color. And Shaunie the Exec. Prod. makes me sick. She’s apologizing all the way to the bank. Not that we’ll ever know the truth about what goes on behind-the-scenes, but I’m sure, all the fighting was encouraged. Now that there’s public and media fallout, everybody’s backpedaling.

    • the truth hurt

      I must agree with your assement of the situation. Tami and Evelyn showed so much conviction when they were behaving like junk yard dogs fighting over who’s the baddest dog in the yard. We have watch them become two of the worst reality jump offs ever walking this earth. What I find even more unbelievable is that these two junk yard dogs have children. How can those two teach children respect, discipline, self control and empathy for other when it clear they have not be taught themselves. Shaunie who I’m extremely disappointed in has shown that she is more than willing to let others be verbally, and physical abused for a few dollar more, shame on you Shaunie. Please remember Karma it tends to hit hard when it comes. Tami and Evelyn are far from sorry. I feel they realized that in our society we are judge not only on what we say but how we act, and thier actions will no longer be tolerated. I’ve had enough of the show. These women need professional help not a tv relality show.

  • Reeshi

    As genuine as a $3 bill. And it’s always a conditional apology, like “I’m sorry you feel that way” or “I’m sorry about the way I acted, but not why I did it.” It’s pathetic, strategic and always when there’s a camera nearby. I’m never watching this trash ever again.

  • Rah Truth

    Why weren’t they sorry BEFORE the boycotts and criticism? Hmmm….

  • REAL TRUTH

    Low-life heifer [Tami the Beast] is still selling her bullying foul-mouthed t-shirts on her website!This beast cares for no-one, including her poor kids, but herself.The only thing wrong withTami is her total disregard for everybody because she doesn’t give a damn and couldn’t care less.To top it off The Beast is stupid! She really thinks people are stupid enough to buy her garbage,whether she’s selling it or mouthing it!Unbelievable!!

  • msnaimah1985

    I don’t feel as if there are apologizes are winning people back over. Chad Ochocinco was just let go from his NFL Team and I’m sure his fiance’s erratic behaviors, despite many apologies, had something to do with it.

  • bluekissess

    I hope the anti Basketball Wives viewers stay strong and not watch next seasons foolishness. All these apologies sound forced. A little late for all that

  • Rachel

    I do not believe that they are sorry for their actions. They are sorry because their ridiculous behaviors have cost them MONEY. They are like people who make racist comments and when caught say, “I did not mean it.” If you did not mean it, you WOULD NOT HAVE SAID or DONE IT IN THE FIRST PLACE.

    Thankfully, the public is not naive enough to believe these fake apologies either. Shaunie, Tami, and Evelyn have done irrevocable damage to their careers, and they have only themselves to blame for it.

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