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发帖数: 36252 | 1 http://www.npr.org/2010/11/22/131504268/the-last-word-in-business
Disgrace Insurance Tailored For Celebrity Pitchmen
Tiger Woods has lost millions of dollars in sponsorships because of
scandal. But he's hardly the only big name to annoy companies which put
a star at the center of their branding campaigns. Disgrace insurance has
been around for decades but it's become more prevalent in recent years.
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STEVE INSKEEP, host:
And today's last word in business is disgrace insurance. Its a product
tailor-made for an era of celebrity scandal.
Mr. TIGER WOODS (Professional Golfer): My behavior has caused
considerable worry to my business partners.
INSKEEP: Indeed it did. Thats Tiger Woods, who lost millions of dollars
worth of sponsorships. But he's hardly the only big name to annoy
companies who put a star at the center of their branding campaigns,
which is why big insurance firms offer a specialized product for just
that moment when the brand ambassador gets dragged into a scandal.
Mr. MARK SIMONS (Underwriter, Beazley PLC): It has to be a disgrace
which clearly has a negative impact on the brand or the image they're
trying to portray.
INSKEEP: Thats Mark Simons, an underwriter with the British insurer
Beazley. He says that although disgrace insurance has been around for
decades, it has become more prevalent in recent years.
Mr. SIMONS: Companies are perhaps more brand aware and more conscious of
the impact that a situation like a disgrace can have on the public
perception of a product or a brand. And then add to that, the fact that
obviously the media is perhaps more tuned to reporting these issues.
INSKEEP: Okay, but if you don't want to spend money for this kind of
insurance you do have an alterative for steering clear of scandal. Just
avoid human beings altogether and stick with lizards or ducks.
(Soundbite of Aflac ad)
Unidentified Man (Actor): (As Aflac Duck) Aflac.
INSKEEP: Thats the Aflac duck, which of course, is always injured or
abused in the various commercials, but doesn't seem to have any
particular personal life so its reputation is never particularly
injured. Wonder if it's any coincidence that insurance companies tend to
use animated characters for their spokes-creatures? Little less risk
that way.
Thats the business news on MORNING EDITION from NPR News. I'm Steve
Inskeep.
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