Denise was happy to be quoted in this Forbes article. Excerpt is below:
For entire Forbes article, click here
Seek Outside Perspectives
“Before introducing new products or icons, companies should scrutinize them from multiple angles to ensure they cannot be construed as inappropriate. They should seek input from outside focus groups for perspectives they may not have considered,” advised Denise Graziano, CEO of Graziano Associates, a branding, messaging, and communication agency.
Graziano said, “Being tone deaf is no excuse for organizations to create or retain overtly offensive names or branding. Such actions leave them exposed to backlash that affects revenue and brand image.
“However, in today’s hyper sensitive environment the definition of ‘offensive’ can be a moving target. The worst thing companies can do is make snap judgments and actions about their brands. When companies bend to every outside expectation it can erode trust from customers, employees and investors,” she said.