Blind Spot Council are a team of highly analytical, seasoned marketing experts from diverse backgrounds, who are trained to objectively look at a campaign and identify anything that may cause controversy, and to what degree.
They analyze the copy, visuals, strategy to identify and flag stereotypes, misrepresentations, and other issues related to cultural, historical, and social sensitivities that might offend or alienate specific audiences.
This practice, widely adopted in the literary world (known as sensitivity readers), ensure the publishing of more inclusive and thoughtful content.
In the marketing world, this proactive measure can help prevent controversy and save brands from costly and damaging backlash.
Marketers know that some controversy can be acceptable (even beneficial) for brands.
The Blind Spot Council works to highlight the risks associated with marketing campaigns so brands can make clear and informed decisions about their next steps.
A marketing stress test is not about criticizing the creative or even avoiding controversy, it’s about making sure your brand doesn’t get blindsided by a negative response.
Here are some case studies of brands whose blind spots we’ve covered
“We almost ended up with a digital product called Ublo (pronounced Hublot in French). After the Blind Spot Council made us aware of how the name would be pronounced by our English audience, we analyzed the risk and elected to change the name.”
-Client in the Media industry
“After internal discussions, we decided to proceed with the launch of our new logo. We felt the icon’s resemblance to the female anatomy didn’t hurt our brand. We were grateful to have been made aware of this before the launch, as it helped us get ahead of any negative comments with a few witty canned replies.”
-Client in the Medtech Industry
Brands who could and should have called the Blind Spot Council… but didn’t:
