Tuesday, April 23, 2019
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the case that shows that brands must be congruent


People who follow a vegan diet They defend not eating any animal product. Avoid meat (including chicken and fish), egg, milk derivatives, butter, even honey and gelatin.

Products of animal origin are not allowed from their philosophy. A strong defender of this way of life is Rawvana, a youtuber with 2 million 21 thousand 116 subscribers (up to the moment of the publication of this note), whose popularity is due to their feeding recommendations.

The young person stands out on YouTube, the third most used application by Mexicans, with 72 percent, according to the Mexican Internet Association.

That is why it is inevitable that when one aspect of your brand is not congruent with what you profess, the content will go viral. This case reminds us, then, that personal brands must be congruent.

The Rawvana case

This, after a young woman who ate with the youtuber, upload a video that showed the moment. Internet users noticed that allegedly had fish in the plate of Rawvana and so began the questioning of the figure of the Internet.

Tweets, publications on other platforms, comments on videos and even memes were generated after knowing that one of the most fervent defenders of the vegan diet ate fish.

The crisis for this personal brand is highlighted above all for those who follow this trend closely. Credibility and trust is key for a youtuber.

Recall that the 59 percent of online consumers worldwide recommend to friends and acquaintances a brand or character if they trust it, according to the results of a study by Edelman, but on the contrary, the same strength of the recommendations, can apply against the personal brand .

That is why some companies avoid sponsoring or placing as your ambassadors youtubers or influencers of other social networks, as it is a latent risk the professional management of their brands, which can pass much of the crisis to their sponsors.



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