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#BrandVandals: Who are they and how bad can it get?

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A brand is a connection between an organisation and its publics or audiences. It exists in the mind of the audience through the reputation it earns by what it says, and how it acts. …

A brand is a connection between an organisation and its publics or audiences. It exists in the mind of the audience through the reputation it earns by what it says, and how it acts.

The Internet and two-way forms of media are helping brands engage with internal and external audiences in a two-way dialogue.

It is taking the business of public relations back to its roots.

The audience has started to answer back and that dialogue is seldom easy. You can see the evidence of those organisations getting it right, and wrong, scattered across the web.

Who are #BrandVandals and how bad can it get?

Published in: Business, Technology

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  • 1. Who are they and how bad can it get? 1 | 21.11.2013 Stephen Waddington
  • 2. #BrandVandals A brand is a connection between an organisation and its publics or audiences. It exists in the mind of the audience through the reputation it earns by what it says, and how it acts. The Internet and two-way forms of media are helping brands engage with internal and external audiences in a two-way dialogue. It is taking the business of public relations back to its roots. But the audience has started to answer back and that dialogue is seldom easy. You can see the evidence of those organisations getting it right, and wrong, scattered across the web. 2 | 21.11.2013
  • 3. #BrandVandals Brand Vandal An individual or group of people that calls an organisation to account with the likelihood of causing reputation damage. 3 | 21.11.2013
  • 4. We’re all potential #BrandVandals Source: Banksy on Advertising, The Fox is Black 4 | 21.11.2013
  • 5. People answer back 5 | 21.11.2013
  • 6. Hashtag #fail Source: Media Sensational 6 | 21.11.2013
  • 7. Be careful what you ask for Source: Mashable 7 | 21.11.2013
  • 8. Twitter chat backfires: #AskBG 8 | 21.11.2013
  • 9. J P Morgan sees trouble ahead Source: Guardian 9 | 21.11.2013
  • 10. Hacked Conservative party ad 10 | 21.11.2013
  • 11. Wikileaks: Cable leaks 11 | 21.11.2013
  • 12. Crowdsourced BP rebrand Source: Greenpeace 12 | 21.11.2013
  • 13. Tesco Tumblr Source: Haggerston Tesco Tumblr 13 | 21.11.2013
  • 14. WH Smiths carpet Twitter feed 14 | 21.11.2013
  • 15. Staff revolt: hmvXFactorFiring 15 | 21.11.2013
  • 16. Staff go rogue: Asda chicken licker 16 | 21.11.2013
  • 17. Corporate behaviour called out Source: PETA (via YouTube) 17 | 21.11.2013
  • 18. Pissed-off passenger 2.0 Source: Disgruntled Passenger 2.0, SimpliFlying 18 | 21.11.2013
  • 19. Bodyform responds Source: Disgruntled Passenger 2.0, SimpliFlying 19 | 21.11.2013
  • 20. Fake TripAdvisor restaurant Source: TripAdvisor removes fake restaurant, BBC News 20 | 21.11.2013
  • 21. Dealing with #BrandVandals Assess publics & risk 21 | 21.11.2013 Plan and prepare team Listen & monitor Test plans Build advocates Engage with publics Address attacks head-on Evaluate and modify plans
  • 22. Praise for #BrandVandals “If you have any interest whatsoever in brand reputation, and the vandals who threaten it, beg, borrow or steal this book. It should be your public relations bible.” Francis Ingham Director General, PRCA and Executive Director, ICCO “If you work in marketing, public relations or as an executive, this book is required reading.” Andrew Grill Partner, IBM Interactive at IBM “There is a Tahrir Square moment waiting to happen for a business or a brand. #BrandVandals grapples with these new truths and tries to make sense of it all... suggesting what might in fact be done.” Robert Phillips, Cass Business School 22 | 21.11.2013