Stupid Corporate Tricks: The Marriott Edition

Even the best run companies screw up every now and then. Most of the time we never know or notice. But sometimes - like now - the mistake is so obvious that you slap your head and cry out "What were they thinking?"

Such is the case with Marriott and the decision to blame a rape victim for being assaulted in a hotel parking lot. I'll wait while you retrieve your jaw from the ground.

In 2006 a woman and her young children were approached by a man seeking money in the parking deck of the Stamford, CT Marriott. He proceeded to rape the woman and threatened to do the same to her children if she resisted or screamed. He, fortunately, is now behind bars.

What would have been a routine, but obscure lawsuit - Marriott being sued for failing to keep their property secure - has grown into a full-blown brand and reputation crisis because of the boneheaded defense Marriott outlined in recent court documents: it's the victim's fault she was raped.

Once news of Marriott's legal position became known, it didn't take long for the hue and cry to rightfully begin. That was last week.

Today we learn that Marriott has come to its senses and decided not to mount a defense to the lawsuit based on claiming the victim failed to keep herself and her children out of harm's way. Good move. Late - unnecessary even - move, but a good one nonetheless.

I dare say the executives at the top of the Marriott food chain were caught as unaware as the rest of us, and they reversed a monumentally stupid decision by someone deep in the bowels of the corporate legal department.

Now Marriott needs to ensure that everyone in the organization understands the value of their brand and the values of the company so decision makers will think twice before putting the company's brand and reputation in jeopardy.

If you want to learn more about protecting your brand and reputation, send me an email at james.lee@c2m2a.com or visit www.c2m2a.com.