SlideShare a Scribd company logo
Brand Image and Affiliate Success
ASE17
@tonynwright
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
“Your brand is what people
say about you when you’re
not in the room”
-- Jeff Bezos
Brand = promise in a personality
Personality
Promise
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
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
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
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
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
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
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
What can brands do?
• Proactive Reputation
Management
• Respond to reviews!
• Spend money on
customer service
• Take responsibility for
actions
@tonynwright
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
THANK YOU FOR YOUR TIME!
Questions? Contact Tony Wright at
972-215-7167
Tony.wright@wrightimc.com
@tonynwright

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How Negative Brand Images Can Affect Affiliate Revenue

  • 1. Brand Image and Affiliate Success ASE17 @tonynwright
  • 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. “Your brand is what people say about you when you’re not in the room” -- Jeff Bezos
  • 4. Brand = promise in a personality Personality Promise
  • 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. 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. 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. 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. 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. 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. 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. What can brands do? • Proactive Reputation Management • Respond to reviews! • Spend money on customer service • Take responsibility for actions @tonynwright
  • 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. THANK YOU FOR YOUR TIME! Questions? Contact Tony Wright at 972-215-7167 Tony.wright@wrightimc.com @tonynwright