"What is allowed for Musk is not allowed for Ukrposhta": why not every brand can afford a scandal

Scandal around The collaboration between Ukrposhta and the clothing brand Rikky Hype served as another reminder: in the world of communications, one failed creative concept can cost more than an entire advertising campaign. What was intended as a provocative news story for Valentine's Day turned into a case study on reputational risks and widespread online criticism.We discuss this with Alen Bobrov, an expert in communications, information operations, and disinformation. Where is the line between a bold idea and a reputational mistake? Why do brands repeatedly make the same mistakes? How should one react to scandal and criticism? Where is the line between provocation and a reputational mistake?Provocation in itself does not harm the reputation or image of a brand. On the contrary, any modern information campaign should be provocative, explains Alain Bobrov:– There's too much information noise today, and you have to cut through it. You can't get widespread attention just by saying, "Look, I have a great product/service."According to the expert, it's only a matter of the limits of the chosen provocation and the strength of the brand that can set those limits for the provocation.– It's a direct correlation, because a strong brand has credibility, a large following, and established values. It can afford to provoke through sex, nationality, religion, politics – any sensitive topics.In contrast, a weak brand that is only building credibility faces a reputational risk from the same level of provocation because there is no one to defend the brand when it is criticized. It will simply be crushed to dust.Just the other day, famous tennis player Serena Williams was promoting weight loss products during the Super Bowl – she can afford to do that. Her personal brand is so powerful that critics simply fade away. And followers won't disappear – they follow a strong brand, even through controversial content.The expert emphasizes that the line is drawn where the provocation contradicts the fundamental values of the brand itself.– Serena can advertise weight loss products because it's within her brand as an athlete and health-conscious person.A provocation works as long as it expands the perception of the brand, rather than destroying its value foundation.Why do brands use provocation – and does it work without reputational damage?Sex, scandal, and crime are the three pillars that make us stop and consume content. This is not a subtle manipulation, but a basic brain reaction.Sexuality is one of the primal emotions that instantly grabs attention. That's why brands use it as the quickest way to break through the information noise, says Alain Bobrov:– Provocative advertising can be effective without negative consequences, but this requires certain conditions.First, brand relevance – the provocation must be part of the company's values. There are brands that use sexuality; it's their identity. This certainly doesn't apply to schoolgirls, but there are ways to demonstrate without sexualizing teenagers. However, when the state postal service suddenly appears in an advertisement, it destroys the positioning.Secondly, understanding the audience is crucial – you need to know who you're talking to. A provocation for an adult audience of a luxury brand is one thing, while using images of teenagers for a mass audience is quite another.Thirdly, you must have reputational capital to withstand the reaction. Strong brands can take risks because they have built trust over the years. A weak brand that engages in provocation without this capital is self-destructive. This campaign met none of these three conditions. Perhaps that's why it received a crisis instead of hype. But we all make mistakes; the only question is whether we learn the right lessons from them and how we communicate after a mistake.If a crisis has already occurred, what is more important: the speed of the response or the tone of the response?If a crisis has already occurred, both the speed of the response and the tone of the reply are important."Everything is important. And speed is crucial – we must give credit where credit is due: Ukrposhta has never had a problem with the head of the institution having social media at their fingertips. They quickly conveyed their position," the expert notes.At the same time, a clothing brand that also participated in the campaign chose a different tactic."They couldn't withstand the blow and retreated into their shells. That's also a position – and it rather indicates the first, unexpected experience of such massive hate. They just need to get through it, the wounds will heal," he adds.As for the tone, it is no less important, but it is chosen taking into account the position and tone of the brand itself.What should a brand do after a negative reaction?After a negative reaction, the brand must first acknowledge the mistake and speak about it honestly."F**k-ups happen, and they need to be acknowledged. The problem isn't that a mistake was made. The problem is how it's reacted to," the expert emphasizes.In the case of state-owned companies, the requirements are even higher."State-owned companies should set a higher standard because their customers are the entire country, all segments of society. Communication needs to be built with an understanding of this," he explains.The root of the problem lies in the attempt to copy someone else's rules of the game, says the expert:– There's a Ukrainian proverb: "What is allowed to a priest is not allowed to a deacon." Many people now look at Trump, Musk, and other leaders who break through the information noise with scandals and provocations, and think: "Why don't we try that too?"They want to try on these methods without understanding the fundamental difference.– Trump has his electorate. Musk has his army of fans. And Ukrposhta? It's known for its queues and complaints. It can't play this game. Provocation requires status, reputation, and capital of trust. Without it, you don't break through the information noise – you just create a toxic scandal, and not only for the institution but also for the government and donors.How to get out of such a crisis?You can always get out of a crisis, but it's "thin ice," notes Alain Bobrov:– First and foremost, a quick, sincere admission of the mistake without excuses. Not "we were inspired by Britney Spears," who ended up in who knows where in adulthood. Not "I don't see a problem," but a simple: "We missed the mark. We understand the parents' concern and value that. We have removed the content and are reviewing our processes."The speed of response is critical. Every hour spent defending a failing position multiplies reputational losses.Secondly, it's about action, not just words. Ukrposhta could launch a rehabilitation campaign, but not a "more loyal version of the same thing," but something fundamentally different. For example, they could launch an educational initiative on media literacy for teenagers – to teach children to recognize manipulation in advertising.This would show that we didn't just apologize, we learned from our mistakes and turned them into something valuable. Here, we could recall how PrivatBank emerged from the crisis after the incident with the soldier. Or create a campaign with parent organizations about protecting childhood in the media space. This would transform a toxic scandal into a positive story about responsibility.Further systemic changes may occur at the implementation level within the company. But this is just an empty phrase, there's no point even writing about it, Ukrposhta won't be involved in it anyway.What lessons should other companies learn?– First of all – and this is the most important thing – children should not be sexualized. No matter what you're selling. Period. And this is not a prudish position – this is what adults should do. This is basic ethics that shouldn't even be discussed.Before launching, show your photos to different people. You don't need to be an expert to find common sense in the people around you. If anything in the campaign causes discomfort, don't launch it, check it.Secondly, know your brand and your limits. Not everyone is allowed to provoke. Build a reputation, trust capital, and clear positioning – and then, perhaps, one day you will be able to afford to take risks. In the meantime, it's better to play it safe, smart, and responsibly. Especially when it comes to children.Read alsoShit happens: how businesses should act after screw-ups – a case study of Katsurin's restaurant

"What is allowed for Musk is not allowed for Ukrposhta": why not every brand can afford a scandal

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