“If you have any interest whatsoever in brand
reputation, and the vandals who threaten it,
beg, borrow or steal this book....
"The world is increasingly activist and atomised. Trust is both complex and
fragile. Brands are are at risk like never bef...
#brandanarchy- and now
#brandvandals
The story so far…
@wadds
@mynameisearl
@bloomsburybooks
For review copies- tweet
@sop...
When #brandanarchy came out, the two
questions we were asked most often were:
- How bad can it get?
- What can I do about ...
The writing is on the wall.
And it’s likely to be a Facebook wall.
Your brand has to get to grips with
media change.
#bran...
Who are the
#brandvandals?
#brandvandals
Media has changed a lot in the past 60
years.
Communication between an
organisation and its audiences can no
longer be one...
Brand Vandals explores the dirtiest
corners of brands’ audiences:
…the people who are mobilising
themselves to cause reput...
Anyone can be a brand vandal.
Consumers have always shared
their views of organisations.
But now these views are public.
#...
Brand vandals aren’t just members of
your external audience.
Sometimes they’re employees.
A lack of robust processes in an...
Brand vandals have the opportunity to wreak
havoc with an organisation’s reputation..
Once a message hits a network any no...
Tackling the
#brandvandals
This book will teach you
how to…
#brandvandals
Develop an early-warning system
• Have bigger eyes, and even bigger ears
• No right or wrong answer- some brands
respond w...
When responding to an online attack
• Be agile and ingenious
• Know what the process is for response-
who in your team is ...
Build a reputational shield
• Engaging your audience and setting
reasonable expectations with them goes a
long way towards...
Keep your reputational shield
polished.
Make it harder for mud to
stick.
#brandvandals
Turn a negative into a positive
• Use the truth. If you’re in the right, you’re
already coming from a strong position.
• I...
#brandvandals
Get your communications right first time
• You need a team, but one person has to be
given the responsibilit...
www.bloomsburybooks.com
• Coming in October 2013
• Brand Anarchy currently available
• Read the endorsements for Brand
Ana...
#Brand Vandals
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#Brand Vandals

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Brand Vandals explores the dirtiest corner of brands’ audiences – the people who are mobilising themselves to cause reputational damage in a war on the organisations that they dislike.

The Internet allows them to wreak havoc, but it also forces a level of engagement and dialogue that organisations, public and private, have never had to contemplate before.

Engagement isn't an option – it's a necessity. Brands are going to have to get to grips with media change, audience engagement and more agile communications.

However they’re going to need to be well prepared for the vandals too, with a smart approach to not only dealing with the threat of their deadliest reputation enemies, but turning their criticism and attempts at image sabotage into a positive.

The book by Steve Earl and Stephen Waddington is set to be published by Bloomsbury in October 2014.

Published in: Business, Technology
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#Brand Vandals

  1. 1. “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
  2. 2. "The world is increasingly activist and atomised. Trust is both complex and fragile. Brands are are at risk like never before. There is a Tahrir Square moment waiting to happen for a business or a brand. Brand Vandals grapples with these new truths and tries to make sense of it all… suggesting what might in fact be done." Robert Phillips - Head of Chambers, Jericho Chambers and Honorary Visiting Professor of Public Relations, Faculty of Management, Cass Business School "An uncontrolled Internet firestorm can destroy a brand’s reputation in days. This book will give communications teams a fascinating insight in how online attacks – warranted or unfounded – can best be managed." Jonathan Prynn – Consumer Business Editor, The Evening Standard “With their follow up to Brand Anarchy, Stephen Waddington and Steve Earl once again provide sound advice in Brand Vandals about what can happen to your brand, due to social media and exactly what to do. This sort of advice would normally cost thousands, and they have also included multiple real-world examples of brand vandals at work. If you work in marketing, public relations or as an executive, this book is required reading.” Andrew Grill – CEO, Kred and leading social business blogger
  3. 3. #brandanarchy- and now #brandvandals The story so far… @wadds @mynameisearl @bloomsburybooks For review copies- tweet @sophiablackwell www.bloomsburybooks.com
  4. 4. When #brandanarchy came out, the two questions we were asked most often were: - How bad can it get? - What can I do about it? #brandvandals is our response to these questions, helping you to understand your audience and protect your brand’s identity. This book will also show you how to get your organisation battle-ready in just 90 days.
  5. 5. The writing is on the wall. And it’s likely to be a Facebook wall. Your brand has to get to grips with media change. #brandvandals
  6. 6. Who are the #brandvandals? #brandvandals
  7. 7. Media has changed a lot in the past 60 years. Communication between an organisation and its audiences can no longer be one-way. (It never should have been, but it definitely isn’t now). #brandvandals
  8. 8. Brand Vandals explores the dirtiest corners of brands’ audiences: …the people who are mobilising themselves to cause reputational damage to organisations they dislike. #brandvandals
  9. 9. Anyone can be a brand vandal. Consumers have always shared their views of organisations. But now these views are public. #brandvandals
  10. 10. Brand vandals aren’t just members of your external audience. Sometimes they’re employees. A lack of robust processes in an organisation can endanger it. #brandvandals
  11. 11. Brand vandals have the opportunity to wreak havoc with an organisation’s reputation.. Once a message hits a network any notion of control is immediately lost. #brandvandals
  12. 12. Tackling the #brandvandals This book will teach you how to… #brandvandals
  13. 13. Develop an early-warning system • Have bigger eyes, and even bigger ears • No right or wrong answer- some brands respond with oversensitivity, some bravado • No two situations are totally alike • Judgement and data need to be baked into the response process before it’s necessary • Digital content leaves a trail, so while there’s a lot of information generated, you know what you’re dealing with • Monitoring systems help sort this content #brandvandals
  14. 14. When responding to an online attack • Be agile and ingenious • Know what the process is for response- who in your team is meant to be doing what • Treat it as a science, not an art- but remember there’s still room for instinct and creativity • Analyse your response afterwards- what went well, what might have been better?- otherwise you won’t learn from it #brandvandals
  15. 15. Build a reputational shield • Engaging your audience and setting reasonable expectations with them goes a long way towards protecting your brand. • Just because there are a lot of people following or using your brand, doesn’t mean their support is passionate or consistent. • They’re like an army of volunteers- they support you, but when it suits them. • Finally, it’s a relationship like any other- invest in it. #brandvandals
  16. 16. Keep your reputational shield polished. Make it harder for mud to stick. #brandvandals
  17. 17. Turn a negative into a positive • Use the truth. If you’re in the right, you’re already coming from a strong position. • If part of their attack is true, you need to evaluate the situation on its own merits or drawbacks. • The bottom line is, transparency pays. • The important thing is not to take the bait- and that your audience must always be at the epicentre of your actions. #brandvandals
  18. 18. #brandvandals Get your communications right first time • You need a team, but one person has to be given the responsibility of handling a crisis • Take the time to get to know your advocates • Tell authentic stories and generate real conversations • Be prepared, and you can stand tall rather than looking over your shoulder
  19. 19. www.bloomsburybooks.com • Coming in October 2013 • Brand Anarchy currently available • Read the endorsements for Brand Anarchy and Brand Vandals • Get the business e-newsletter for publication details and new offers • Find us on Facebook and Twitter

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