North Face claims to be the first brand to not pay advertising fees to Google.TheVerge)
In an interview with the New York Times, a company spokesman said the incident was caused by a lack of communication between the brand and independent distributors outside the United States. North Face wrote on Twitter:
We are convinced of Wikipedia's mission, but we are also sorry for recent improper actions. We have immediately ended this publicity and will work to ensure that teams and vendors are better trained in website policies.
But in yesterday's blog post, the Wikimedia Foundation was disappointed with the outdoor entertainment company's behavior and criticized Leo Burnett Tailor Made, an advertising agency, for lacking professional ethics in marketing.
In an interview with Ad Age, the agency said that it had demonstrated Party A's products in a completely situational way and found a fairly accurate positioning.
However, even if you can earn marketing gimmicks by breaking through the lower limit for a while, it will still cause more profound damage to the brand's image.
The New York Times points out that North Face has many independent distributors responsible for marketing products around the world.
The problem is that Brazilian distributors with exclusive rights to sell the North Face brand have signed a subsequent promotion contract with an advertising company called Leo Burnett Tailor Made, which has caused a lot of trouble.
The advertiser came up with the idea of doing things on Wikipedia, and Brazilian distributors adopted the plan without knowing anything about the North Face brand.
Our mission is to expand our borders and allow consumers to break through their limits. Through the Top of Images campaign, we have achieved our own positioning, and our products are embedded in the same projects as these destinations in a completely situational way.
But it is clear that the North Face brand does not agree with the Brazilian dealer.