#brandvandals: who are they and how bad can it get?
TRANSCRIPT
1 | 18.04.2023
Who are theyand how badcan it get?
Stephen Waddington
2 | 18.04.2023
#BrandVandalsA brand is a connection between an organisation and its publics or audiences. It exists in the mind of the audience through the reputation it earns by what it says, and how it acts.
The Internet and two-way forms of media are helping brands engage with internal and external audiences in a two-way dialogue.
It is taking the business of public relations back to its roots.
But the audience has started to answer back and that dialogue is seldom easy. You can see the evidence of those organisations getting it right, and wrong, scattered across the web.
3 | 18.04.2023
#BrandVandals
Brand Vandal
An individual or group of people that calls an organisation to account with the likelihood of causing reputation damage.
4 | 18.04.2023
We’re all potential #BrandVandals
Source: Banksy on Advertising, The Fox is Black
5 | 18.04.2023
People answer back
6 | 18.04.2023
Hashtag #fail
Source: Media Sensational
7 | 18.04.2023
Be careful what you ask for
Source: Mashable
8 | 18.04.2023
Twitter chat backfires: #AskBG
9 | 18.04.2023
J P Morgan sees trouble ahead
Source: Guardian
10 | 18.04.2023
Hacked Conservative party ad
11 | 18.04.2023
Wikileaks: Cable leaks
12 | 18.04.2023
Crowdsourced BP rebrand
Source: Greenpeace
14 | 18.04.2023
WH Smiths carpet Twitter feed
15 | 18.04.2023
Staff revolt: hmvXFactorFiring
16 | 18.04.2023
Staff go rogue: Asda chicken licker
17 | 18.04.2023
Corporate behaviour called out
Source: PETA (via YouTube)
18 | 18.04.2023
Pissed-off passenger 2.0
Source: Disgruntled Passenger 2.0, SimpliFlying
19 | 18.04.2023
Bodyform responds
Source: Disgruntled Passenger 2.0, SimpliFlying
20 | 18.04.2023
Fake TripAdvisor restaurant
Source: TripAdvisor removes fake restaurant, BBC News
21 | 18.04.2023
Dealing with #BrandVandals
Assess publics &
risk
Plan and prepare
team
Listen & monitor
Test plans
Build advocates
Engage with
publics
Address attacks head-on
Evaluate and modify
plans
22 | 18.04.2023
Praise for #BrandVandals“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
“If you work in marketing, public relations or as an executive, this book is required reading.”
Andrew Grill Partner, IBM Interactive at IBM
“There is a Tahrir Square moment waiting to happen for a business or a brand. #BrandVandals grapples with these new truths and tries to make sense of it all... suggesting what might in fact be done.”
Robert Phillips, Cass Business School