Three major brands are in the midst of brand rehabilitation campaigns: Facebook, Uber, and Wells Fargo. Each is cleaning up the mess after scandals rocked their organizations. After Fake News & data impropriety, toxic work culture & sexual harassment, and rampant fraud, we have just one question left about these brands as they pick themselves up from the mat: who is doing it best?
Overall, the "Here Together" campaign relies on nostalgia to remind users why they liked the service in the first place, and to show that the company understand that and is working to recreate that.
The "Moving Forward" idea makes a clear departure from Uber's past, and shows users that they are a new, more accountable, more responsible company.
The same week the ad rolled out, another scandal hit Wells Fargo after employees improperly altered documents about corporate customers. Their CMO, Jamie Moldafsky, came out and said that the internally-identified infraction was a great example of the new culture of trust and accountability that the ad illustrates. However, it's an even better example of the fact that an ad campaign can't reset an entire company culture. They've still got some work to do before they can live up to the campaign's tagline: "Established 1852. Reestablished 2018."
What do you think? Which company is running the best brand rehabilitation campaign?