When Social Proof Is Counter-Productive
How could an award hurt your brand?
Every year, a local publication here on the island publishes the “Best of Bermuda” awards. The winners are a collection of local businesses that, in the opinion of the publisher, demonstrate excellence in their respective categories. So, things like “Best Hair Salon in Bermuda,” “Best Fine Dining Restaurant in Bermuda,” etc.
All of these awards come with the year they were granted stamped on them. “Best Gym in Bermuda, 2024,” for example.
I walked into a local restaurant for lunch earlier this week and I noticed something interesting. On the wall, they had several “Best of Bermuda” awards displayed. A lot of them actually. 2013, 2014, 2015, 2016, all the way to 2020. And then…nothing. Nothing after 2020.
I decided to leave without sitting down and chose another place.
When social proof doesn’t prove much
Why did I leave?
I think it’s pretty obvious. The awards they’d posted on the wall did the exact opposite of what they were supposed to do. The restaurant thought it was highlighting its accomplishments but what it was actually doing was highlighting its apparent failure to win the Best in Bermuda award for four years running. The absence of…
