Tiwa Savage confession on sex scandal video and the image question
By Oghale Mafuru & Felicia Nwosu
As the saying goes, “It takes 20 years to build a reputation and five minutes to ruin it.” Brand image is like a sacred cow that must be guarded with caution, intention and purpose.
The social media space has been set agog with the release of the sex tape of one of Africa’s female artistes, Tiwa Savage. Although the highly celebrated Nigerian super star had hinted in an interview that she was being blackmailed with the sex tape and would release it instead of succumbing to the blackmail, it has set tongues wagging from every nook and cranny of the media space.
At the heart of sustaining and maintaining a positive brand perception, is aligning with core values and acceptable standards. This is the opinion of some experts in the marketing communication industry.
Reacting to Tiwa Savage’s confession and apology, Dr. Oludare Ogunyombo, Associate Director, Brooks and Blake Nigeria Limited, said the hallmark of a brand is to own up to its mistake when all evidence points to the fact that the error was committed.
Citing the case of the popular noodles brand that needed to face such an issue a few years ago, he advised that whenever a brand is found culpable, the remedy may be to admit it in order to restore the credibility of the brand.
His words: “I am looking at the brand to mean a complete product that has its own life. If there is an issue for which a brand has been found culpable, it is only right that the brand admits the error particularly when there is evidence against the brand. Such admittance, although sometimes painful, may help to restore the credibility of the brand. It may also be a demonstration of the brand’s integrity; though it may be a bitter pill to swallow. By human nature, it is not very easy to admit one’s wrong. For a brand that decides to take that route to restore the image, we can say such a brand has done well.”
However, he cautioned that such a brand should learn from the mistake to avoid such acts being repeated in the future.
“That does not mean that the brand should now be perpetual in such act. Therefore, the brand should do everything possible to ensure that such an error is not repeated. If it does, people will likely take such a brand as an unrepentant brand.”
Another public relations expert who spoke in anonymity, in the same vein, agreed that the singer took a bold and worthy step by owning up to the event. She noted that the effect of video on Tiwa is dependent on what the sentiments are.
According to her, the outcome may not rub negatively on her in the international scene, but may not be the same with her local audience here in Nigeria, due to cultural background.
The image maker noted: “For the international audience, it will be more of positive, but from the local audience, it may be negative because they do have these sentiments with issues like that; we are not there yet.”
Responding on whether the international star did that to grow her audience base by earning their pity, the media expert said: “This is not a ‘pity-party’; it wasn’t like it came from her. It is more of understanding than pity. It is not her fault. Tiwa is already a big brand, an international brand. It is not like she is doing it to grow her fortunes; she has already had international collaborations. What would she be doing that for?”
Speaking about the impact of the scandal on her brand, the principal PR Executive of Worktainment Limited, Obinna Inogbo stated that as a brand that has made tremendous progress in the global entertainment community, such scandals will not have a dent on her brand equity. According to him, her brand is well recognized with a presence that permeates the entire global entertainment hemisphere.
He said: “The sex tape was revealed to us after she was successful. It is a different thing if the sex tape came out before then. It is not going to stop her train from moving because the people who are criticizing her is very low compared to those that are supporting her. The scandal is not going to do any damage on her. She is already a brand. She is still going to get endorsements. She will still sell out shows.”
On his part, Business Unit Director, MediaReach OMD Nigeria, Promise Oduh argued that it does not matter if a brand comes out openly to admit a fault or a misdemeanor, such acts will definitely have huge consequences.
According to him, celebrities are role models that should uphold the moral and societal values and act as a mirror of the various brands they represents. They are duty bound to maintain a high level of decorum that resonate with the brand’s values.
Mr. Oduh, who asserted that endorsement deals always come with contract clauses which when breached gives the brand owner the liberty to annul such agreements with a view to redressing the embarrassment caused the brand and the public, noted that on several occasions, the ambassador who is the subject of the act, unfortunately suffers the casualty of losing the endorsement deal in the process.
In his words: “It is not that you are perfect but as a brand ambassador, you are expected to live above board. The person must resonate with the brand. When you are looking at brand value, I think morality also comes to play. Even though we are saying we are not perfect as humans, but to some extent, you are expected to be someone that holds moral to a very high standard.”
The marketing expert, who maintained that history is littered with celebrities whose marketing contracts were rescinded when their image became tarnished, noted that comments from society and friends on social media are immaterial when the brand’s values are at stake.
He said: “I wonder if there is any brand that does not have the value of validating societal norm and moral and when a brand is questioned, when morality and sense of judgment is questioned in any form, of course, the brands will definitely want to distant themselves.”
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