Navigating brand blunder : A lesson in business etiquette
One wrong step can lead to a brand blunder that reverberates through social media channels

Navigating Brand Blunders: A Lesson in Business Etiquette

In the world of business, where every move is under scrutiny, one wrong step can lead to a brand blunder that reverberates through socialĀ media channels. This year, we find ourselves amidst another noteworthy incident that has sparked public outrageā€”this time involving Western Sydney Jump founder, Tanya Issa.

The Incident:

It all began with a seemingly routine request from an independent Jewish high school in Western Sydney to hire a jumping castle and other outdoor activities for an event. However, instead of handling the situation with professionalism and tact, Tanya Issa took a different route. Rather than politely declining due to unavailability, she chose to make a public statement on social media, resulting in a brand blunder.

In a now-deleted post, Tanya shared the email request, accompanying it with a comment that read, “There’s no way I’m taking a Zionist booking. I don’t want your bloody money. Free Palestine. I have owned my business for 10 years. I have the right to decline any booking at any time.”

The Fallout:

Unsurprisingly, this public display of discrimination and antisemitism did not go unnoticed. Backlash from horrified Australians flooded Tanya’s social media, prompting her to take down her accounts. The incident has not only tarnished the reputation of Western Sydney Jump but has also raised questions about the longevity of the business.

Consumer Choice:

As consumers, we hold the power to choose which businesses we support. In the wake of this incident, many individuals, myself included, have decided not to patronise Western Sydney Jump. Tanya’s actions have consequences, and the impact on her business may extend far beyond the immediate aftermath of this incident.

A Better Approach:

There were numerous alternative ways Tanya could have handled this situation. A simple, private response stating the unavailability of services for the requested date would have sufficed. By choosing a public platform to express personal opinions, she not only damaged her business but also demonstrated a lack of professionalism.

In the age of social media, businesses must tread carefully to avoid alienating their customer base. The incident involving Western Sydney Jump serves as a reminder that how a business handles challenges can significantly impact its reputation. As consumers, let us choose to support businesses that prioritise professionalism, respect, and inclusivity in their interactions. And to Tanya Issa, may this be a lesson in the importance of mindful communication in the business world.

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Written by our Creative Director & Branding Specialist Debbie O'Connor - Consultant, Strategist, Keynote Speaker

Published: Dec 6th, 2023