Lots has been written about the shift in power from brands to consumers. Huge branding campaigns can be negated by one negative action that goes viral in social media. A few months ago, we saw Beam, Inc.’s Maker’s Mark brand tarnished by a decision to water down their whiskey slightly. More recently, Abercrombie & Fitch was hit by a wave of negative publicity when insensitive (and six year old!) remarks by their CEO gained new life in social channels.
While marketers may bemoan their loss of control over brand messaging, the news isn’t all bad. One positive aspect is that communications in the new channel can be two way and one-to-one.
The biggest advantage, though, may be that brands can fix big problems before they do permanent damage. Look at the Maker’s Mark example. They realized that their customers were angry about the dilution of the iconic whiskey, and took action immediately. They announced that they would keep the original strength even if occasional product shortages developed.
Source: How To Turn A Social Media Disaster Into Higher Sales - Forbes
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June 28, 2013
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