Nutella’s brand enthusiasts were trying to organize a World Nutella Day, but were, instead, met by a Cease & Desist letter from the company. Nutella has since apologized and is trying to work with its fans, but nothing is sure to transform enthusiasts into hecklers more than an inappropriate legal action.
Facing an online revolt, Ferrero, the company that makes Nutella, rescinded a cease-and-desist letter it had sent to the organizer of World Nutella Day, an online event to celebrate the delicious chocolate-hazelnut spread. — Nutella Exemplifies How Not to Use Social Media by Cameron Scott
Obviously companies are legally required to protect their brand, but you can’t pay for this level of brand enthusiasm, and a heavy hand can cost the brand in both reputation and sales.
What do you think? How can brands balance enthusiasm with some level of control? Or can they?
