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How Negative Brand Images Can Affect Affiliate Revenue

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How Negative Brand Images Can Affect Affiliate Revenue

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This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).

Session description: This session will outline how a negative brand image can affect both affiliate revenue and the recruitment of top affiliates.

This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).

Session description: This session will outline how a negative brand image can affect both affiliate revenue and the recruitment of top affiliates.

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How Negative Brand Images Can Affect Affiliate Revenue

  1. 1. Brand Image and Affiliate Success ASE17 @tonynwright
  2. 2. What we’re going to talk about • Brand Image and Perception – What is it? • What is trouble and what is not • Consumer Product Research Patterns • Will Affiliates stay away from bad brands? • What can Brands do? • What can affiliates do? • Brand Image and Perception – What is it? • What is trouble and what is not • Consumer Product Research Patterns • Will Affiliates stay away from bad brands? • What can Brands do? • What can affiliates do? @tonynwright
  3. 3. “Your brand is what people say about you when you’re not in the room” -- Jeff Bezos
  4. 4. Brand = promise in a personality Personality Promise
  5. 5. What is Brand Perception? • It’s not what you say • It is tied to what you do • It’s not your advertising • It is tied to your customer service • It’s not your social stance • It is how CUSTOMERS and potential CUSTOMERS see you @tonynwright
  6. 6. What drives Brand Perception? 1) Social Responsibility • Supports good causes • Environmental Responsibility • Community Responsibility 2) Emotional Appeal • Feel good about • Admire and Respect • Trust @tonynwright
  7. 7. What drives Brand Perception? 3) Products & Services • High quality • Innovative • Value for the money • Stands behind 4) Workplace Environment • Rewards employees fairly • Good place to work • Good employees @tonynwright
  8. 8. What drives Brand Perception? 5) Financial Performance • Outperforms competitors • Record of profitability • Low-risk investment • Growth prospects 6) Vision & Leadership • Market opportunities • Excellent leadership • Clear vision for the future @tonynwright
  9. 9. What’s Bad and What’s not • BAD • Bad Customer Reviews • Bad word of Mouth • Bad behavior by executives or employees • Bad products • Bad Business Practices @tonynwright
  10. 10. What’s Bad and What’s not • Not Bad • Social Stands • Honest Mistakes • Missing the mark Marketing • Disgruntled Employees (mostly) • Honest but mostly positve reviews @tonynwright
  11. 11. Why do affiliates stay away from bad brands? • Bad brands don’t convert • Why trust a brand that can’t take care of customers? • No amount of advertising will help a bad brand (mostly) • Affiliates aren’t in the game for their health • Perception = Reality. If your brand rep is bad, customers won’t buy it from anyone @tonynwright
  12. 12. What can brands do? • Proactive Reputation Management • Respond to reviews! • Spend money on customer service • Take responsibility for actions @tonynwright
  13. 13. What can affiliates do • Monitor your brand’s reputation. Tell them when you see a problem • Know your audience and what they are sensitive too • Push brands to do positive reputation management • Don’t risk your reputation with a bad brand. It’s not worth it. @tonynwright
  14. 14. THANK YOU FOR YOUR TIME! Questions? Contact Tony Wright at 972-215-7167 Tony.wright@wrightimc.com @tonynwright

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