By Quentin Langley (auth.)
Containing ninety+ case reports together with BP, Beyoncé, Pizza Hut and Chrysler, this is often the 1st e-book to investigate brandjacking - whilst organisations lose keep watch over in their brand's photograph on-line. Combining hindrance communique and social media, this booklet charts the trend's development, supplying recommendation to people who locate themselves on the mercy of name pirates.
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Extra resources for Brandjack: How your reputation is at risk from brand pirates and what to do about it
Only 4 of the 10 best teams in e -Strat and Brandstorm were from Europe last year, while the rest came from places such as Brazil, Indonesia, and Turkey. ~ What L'O real did wrong • It didn't research the platform before diving in. It should have realized that blogging is based on authenticity. Tho ~re""dj", 2001-07 / , 0' What L' O real d id right • It apologized immediately. • It launched a genuine conversation. • It learned from its experience, and used it to bolster recruitment as well as marketing.
Little wonder that any video Greenpeace posts has an immediate audience, many of whom will actively promote it to their friends, relatives, and colleagues. Even the soft supporters, who in previous years would have done little more than paid a subscription and received mailings, now have easy ways to become involved simply forwarding messages, URLs, news stories, and the like to their network of contacts, strong and weak. Facebook is colossal, and its influence is astounding. Just 10 years ago, most older people had email because it was the only way of communicating with their grandchildren.
GM cannot have hoped for - although it probably expected - the environmental campaigners talking about the staggeringly high carbon footprint of a short journey in a Chevy Tahoe. "dia O' of the Tahoe suffering from penis envy were also unlikely to have been the messages to which GM aspired. Overall, GM considered the campaign a success. There were 20,000 entries, and only 400 of them were critical. But a search on YouTube four and a half years later puts the negative ads right at the top. Media coverage also focused heavily on the critical ads.