15th Jul 2011
“Now, the Web is enabling the market to converse again, as people tell one another the truth about products and companies and their own desires.” – The Clutrain Manifesto
The dark cloud of brand crisis can turn up quickly when customers feel angry, betrayed or dissatisfied. Organizations have become increasingly vulnerable to behaviors such as NWOM (negative word-of-mouth) and boycotts because of the social web. In Pete Blackshaw’s post on defensive branding, he notes “the digital landscape is littered with social-media roadkill.” 1 Twitter, Facebook, online forums and blogs have enabled customer conversations to share truths about companies with the world. While successful brands have leveraged these virtually free conversations to drive unprecedented growth, there are a rising number of companies falling as victims to negative customer expression online.
Here are a few examples of brands faced with tarnishing expressions from angry customers (read more):
- Pete Blackshaw, The Pocket Guide to Defensive Branding, May 13, 2010, http://adage.com/article/cmo-strategy/blackshaw-pocket-guide-defensive-branding/143862/ (July 13, 2011). ↩