This document discusses brand jacking, which is when an organization hijacks another brand's identity for their own purposes. It notes that Greenpeace successfully jacked Lego's brand to pressure them to end a partnership with Shell. Brand jacking works well in the digital age when consumers want an intense connection. However, social media companies are moving to a paid model, which could reduce fake paid advertising and brand jacking. The document also discusses how brands struggle to control the fallout when they are brand jacked and lose revenue, credibility, and customer trust.

1. Is It Serious & How To Handle It
By Dean Crutchfield
BRAND
JACKING
Dean
Crutchfield

2. Today
A successful brand is not just about its power in the market, it’s about
responsibility in our community and society. Brand jacking is a barometer
of that responsibility or lack there of as was demonstrated by Greenpeace’s
imaginative, ambitious, audacious brand jacking campaign sundering Lego’s
long-standing relationship with Shell.
Dean Crutchfield
Dean Crutchfield Associates

3. Brand jacking is perfect for the digital age
because consumers want to connect and
want that connection to be intense and
to move them. When brand jackers push
hard enough they evidently can get
someplace. As for the future, social media
players are turning to a pay for play model
working closely with advertisers so there
will be acute pressure to ensure there
is no fake paid advertising with the threat
of revenue being lost.
Omnicom has recently undertaken a $230M
mobile marketing partnership with Twitter
who will be held accountable. Is this enough
to stop brand jacking or is there emerging
trouble in the future where we can expect
to see more brand jacking that’s well
funded? And are brands in the spot light
worried that this trendy new technique
of activist brand jacking will sow instability?
Dean Crutchfield

4. We’re in a copycat society where
Twitter and Facebook are a petri
dish for brand jacking. It’s
difficult for brands to control
the fall out and one big question
remains, what happens when
you’re brand jacked?
Customers take fright, brand
jackers gain ground, revenue
and credibility are lost and the
brand collapses to demands.
Dean Crutchfield

5. There’s nothing more valuable to a business than its reputation
and the ability to secure it so the last point jangles nerves for
most big brands because it’s typically a burning platform.
Plus they’re scared of becoming embroiled in the enmities
because the brand is not entitled to its own facts the detractor is.
Dean Crutchfield

6. There’s nothing more valuable to a business than its reputation
and the ability to secure it so the last point jangles nerves for
most big brands because it’s typically a burning platform.
Plus they’re scared of becoming embroiled in the enmities
because the brand is not entitled to its own facts the detractor is.
Dean Crutchfield

7. Brands are supposed to be a promise to consumers and
an insurance policy against difficulties so when brand jacked
they need to find a tone between adamantine rebut and abject
prostration, one that bolsters the brands sincerity rather than
forfeiting it. The truth has consequences and with brand jacking
there are two things for certain: you don’t make peace with your
friends and brand jacking’s got legs and those legs dance.
Dean Crutchfield

8. What Dean Crutchfield Delivers
Achieving growth
For ambitious leaders who are driven to grow fast
Creating new business
Orchestrating and activating accelerated outreach programs
Building efficiencies
Optimizing assets and rapidly sourcing the best talent for the business
Improving margins
Rallying teams behind the brand and go-to-market strategy
Boosting win rates
Delivering your best case and winning face forward
Dean Crutchfield

9. Working with Dean
Crutchfield
Catalyzing top line growth for clients is what Dean
thrives on: delivering your best case and winning
face, encouraging your people to move the needle
north and sharpen the product offering. Dean
achieves growth for clients by tailoring brand-led
techniques that are uniquely participant centered.
Dean guarantee results. Whether it’s a better pitch,
winning new mandates, a better team or more fees,
you will find our fee in your business within weeks.
Dean’s programs have been thoroughly tested and
proven with start-ups and the world’s greatest
brands, uniquely adding immediate value.
When you hire Dean, you get results. If you have
the right people attend the sessions and complete
all of your committed decisions and pilot initiatives
and are still not satisfied or seeing results by the
agreed time frame, we will coach and advise you
free until you do!
Dean Crutchfield

10. Global Client Experience
Aviva*
BP
BT*
BSkyB*
Camper & Nicholson
Carter’s
Cellcom*
CITI
Comcast
General Electric
Kraft
Fila
Frito-Lay
Littlewood’s*
McDonald’s
M50
McKinsey
Metsä Serla*
Nomura*
PepsiCo
PG&E
Pitney Bowes
RBS*
Scanfinest*
Shell
Smirnoff
Staples
Sunglass Hut
Target
Tower of London*
Warburg Pincus
Weil Gotshall
“Dean always cuts to the core of what needs
to be done and said. He helps bring clarity
and provides value by being an outsider with
no agenda, so he can help you stand back
and see things from different perspectives.”
“Dean helped us think through solutions and
then form the best way to present those
solutions in a persuasive and compelling
way.”
*References upon request
Dean Crutchfield
* Overseas Project

11. Dean Crutchfield
Sell More, Seize More, Win More
Dean Crutchfield