It’s simple, stupid. This is how brands like Clicks can avoid ...

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It’s simple, stupid. This is how brands like Clicks can avoid blunders

To be winner in a democratic market, brands need to know what will offend people, say experts

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By ensuring their teams are diverse and culturally sensitive, recent blunders by Clicks and KFC could have been avoided, say experts.

Clicks came under fire for an advert which described black women’s hair as dry and damaged, while a white woman’s was labelled normal and fine. KFC had to eat humble pie for a tweet that mocked colourful outfits worn by Tsongans. KFC has since removed the tweet.

Neli Ngqulana, MD of reputation management and crisis consultancy PR Trends ZA, said brands should ensure their teams are diverse enough to see all the blind spots in everything they work on before it goes out...

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