http://www.mpdailyfix.com/how-to-avoid-brand-hijack/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-avoid-brand-hijack Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/how-to-avoid-brand-hijack/comment-page-1/#comment-30582 Ted Mininni Thu, 20 Sep 2007 18:09:52 +0000 http://www.mpdailyfix.com/how-to-avoid-brand-hijack/#comment-30582 Claire & Mack, Good points. Who among us doesn't like to be acknowledged and heard? Who among us as consumers doesn't appreciate it when we raise a problem or issue and it actually gets addressed? Ignoring customers, talking at them, and not acknowledging/fixing their problems, is a recipe for major disconnects and discontent. And that leads to being slammed in a big way. Thanks for weighing in. Claire & Mack,
Good points. Who among us doesn’t like to be acknowledged and heard? Who among us as consumers doesn’t appreciate it when we raise a problem or issue and it actually gets addressed? Ignoring customers, talking at them, and not acknowledging/fixing their problems, is a recipe for major disconnects and discontent. And that leads to being slammed in a big way. Thanks for weighing in.

]]> http://www.mpdailyfix.com/how-to-avoid-brand-hijack/comment-page-1/#comment-30581 Mack Collier Thu, 20 Sep 2007 17:37:01 +0000 http://www.mpdailyfix.com/how-to-avoid-brand-hijack/#comment-30581 "If companies would actually engage customers, LISTEN, and where appropriate ACT upon customer suggestions, there would be a lot less "slamming" occuring. In many instances, the companies that are subject to the most vitriol, are the ones that aren't listening and don't care to." GREAT point Paul! And you're exactly right, the actions themselves aren't what's driving the backlash as much as the company ignoring its customers is. “If companies would actually engage customers, LISTEN, and where appropriate ACT upon customer suggestions, there would be a lot less “slamming” occuring. In many instances, the companies that are subject to the most vitriol, are the ones that aren’t listening and don’t care to.”
GREAT point Paul! And you’re exactly right, the actions themselves aren’t what’s driving the backlash as much as the company ignoring its customers is.

]]> http://www.mpdailyfix.com/how-to-avoid-brand-hijack/comment-page-1/#comment-30580 Claire Ratushny Wed, 19 Sep 2007 19:09:10 +0000 http://www.mpdailyfix.com/how-to-avoid-brand-hijack/#comment-30580 Ted, You just have to wonder. . .for all the talk about crafting positive brand experiences for the customer, it seems many companies are still missing a golden opportunity to forge meaningful connections here. Dialogue is a lot better than advertising since it's a two-way street, isn't it? Getting up close and personal is a whole lot easier due to the interactive nature of the Internet now. If it could only be utilized to its potential by marketers. . . Ted,
You just have to wonder. . .for all the talk about crafting positive brand experiences for the customer, it seems many companies are still missing a golden opportunity to forge meaningful connections here.
Dialogue is a lot better than advertising since it’s a two-way street, isn’t it? Getting up close and personal is a whole lot easier due to the interactive nature of the Internet now. If it could only be utilized to its potential by marketers. . .

]]> http://www.mpdailyfix.com/how-to-avoid-brand-hijack/comment-page-1/#comment-30579 Ted Mininni Wed, 19 Sep 2007 15:50:27 +0000 http://www.mpdailyfix.com/how-to-avoid-brand-hijack/#comment-30579 Paul, It's pretty basic, isn't it? We all want to feel as though we are heard when we have something to say. If companies would take the time to listen, and show some respect and appreciation to the customers who take the time to engage them--and then ACT on those comments, as you point out, they'd be better off. Great ideas have been handed to companies--gratis--over and over again. Ideas that have allowed products or services to be made better and much more competitive. What is that worth in the scheme of things? Let's see: the potential for stronger sales, better products and satisfied customers. Sounds good to me. BTW, Paul, congratulations on your presentation at the upcoming Marketing Profs conference! Knock 'em dead, guy. Paul,
It’s pretty basic, isn’t it? We all want to feel as though we are heard when we have something to say. If companies would take the time to listen, and show some respect and appreciation to the customers who take the time to engage them–and then ACT on those comments, as you point out, they’d be better off.
Great ideas have been handed to companies–gratis–over and over again. Ideas that have allowed products or services to be made better and much more competitive. What is that worth in the scheme of things? Let’s see: the potential for stronger sales, better products and satisfied customers. Sounds good to me.
BTW, Paul, congratulations on your presentation at the upcoming Marketing Profs conference! Knock ‘em dead, guy.

]]> http://www.mpdailyfix.com/how-to-avoid-brand-hijack/comment-page-1/#comment-30578 Paul Barsch Wed, 19 Sep 2007 15:21:15 +0000 http://www.mpdailyfix.com/how-to-avoid-brand-hijack/#comment-30578 If companies would actually engage customers, LISTEN, and where appropriate ACT upon customer suggestions, there would be a lot less "slamming" occuring. In many instances, the companies that are subject to the most vitriol, are the ones that aren't listening and don't care to. If companies would actually engage customers, LISTEN, and where appropriate ACT upon customer suggestions, there would be a lot less “slamming” occuring. In many instances, the companies that are subject to the most vitriol, are the ones that aren’t listening and don’t care to.

]]> http://www.mpdailyfix.com/how-to-avoid-brand-hijack/comment-page-1/#comment-30577 Ted Mininni Wed, 19 Sep 2007 13:11:22 +0000 http://www.mpdailyfix.com/how-to-avoid-brand-hijack/#comment-30577 Mack, Thanks for adding more dimension to this topic. "The best thing a company can do online is to find and embrace their evangelists. . .They are too short-sighted to realize that these customers are already talking about them every day, so why not PARTICIPATE in that discussion?" Exactly, Mack, and well put. Marketers have to come to terms with the fact that they do not have complete control over their brands--and with the Internet and social media, they have less control than ever. It makes sense for them to interact with consumers to help shape their brands collaboratively. If they choose not to, then they have to be prepared for the fact this will be done for them. Mack,
Thanks for adding more dimension to this topic.
“The best thing a company can do online is to find and embrace their evangelists. . .They are too short-sighted to realize that these customers are already talking about them every day, so why not PARTICIPATE in that discussion?”
Exactly, Mack, and well put.
Marketers have to come to terms with the fact that they do not have complete control over their brands–and with the Internet and social media, they have less control than ever. It makes sense for them to interact with consumers to help shape their brands collaboratively. If they choose not to, then they have to be prepared for the fact this will be done for them.

]]> http://www.mpdailyfix.com/how-to-avoid-brand-hijack/comment-page-1/#comment-30576 Mack Collier Wed, 19 Sep 2007 12:58:02 +0000 http://www.mpdailyfix.com/how-to-avoid-brand-hijack/#comment-30576 "Or: companies can engage their customers in ongoing dialogue to ensure their messages get through–a scary proposition since that necessarily entails giving up a certain amount of control over the brand." I wish Mike Wagner could comment here, but I actually see this as an example of a company taking control of its brand. The best thing a company can do online is to find and embrace their evangelists. This is amazingly simple to do, but as you said, so many companies are scared to death of giving a 'voice' to their customers. They are too short-sighted to realize that these customers are already talking about them every day, so why not PARTICIPATE in that discussion? To me, that's a sign of a company that wants to take ownership of its brand, and embracing their evangelists is a huge part of that. Great post as always, Ted! “Or: companies can engage their customers in ongoing dialogue to ensure their messages get through–a scary proposition since that necessarily entails giving up a certain amount of control over the brand.”
I wish Mike Wagner could comment here, but I actually see this as an example of a company taking control of its brand. The best thing a company can do online is to find and embrace their evangelists. This is amazingly simple to do, but as you said, so many companies are scared to death of giving a ‘voice’ to their customers. They are too short-sighted to realize that these customers are already talking about them every day, so why not PARTICIPATE in that discussion?
To me, that’s a sign of a company that wants to take ownership of its brand, and embracing their evangelists is a huge part of that. Great post as always, Ted!

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