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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.