Over-the-top publicity stunts and outrageous ads often come back to bite a company on the butt, a lesson recently learned the hard way by Beyond.com.
Over-the-top publicity stunts and outrageous ads often come back to
bite a company on the butt, a lesson recently learned the hard way by
The Silicon Valley software e-tailer, best known for its ’Naked Guy’ TV
spots and CEO Mark Breier’s near-nude appearance on CNBC last year, has
lost its shirt on the stock market as well, with shares plummeting 75%
over the past year. Amidst the bad news from Wall Street and huge
third-quarter losses, the company announced the layoffs of 75 full-time
employees - and Breier’s resignation.
Further icing on the irony cake: nearly all of the stories published
last week about Beyond.com identified it as the company whose CEO
appeared on TV in his skivvies. Some even dredged up the photo of a
shirtless Breier on CNBC.
Perhaps Lise Olsen, who served as Beyond.com’s head of corporate
communications during the Breier-in-boxers stunt, saw the writing on the
wall - three months ago, she jumped ship to the decidedly more