By Joe Bogardus
Selectivity works.
In this time of instant communication across a myriad of channels, selecting when and how to respond to a brand criticism presents an added challenge to the art of brand management.
There is a growing apprehension among senior managers that one tweet, one blog posting or an unkind brand comment will devastate the brand forever. Helping managers deal with their cyberspace concerns requires thoughtful and selective counsel.
Here are a few quick considerations that should be deliberated or offered to managers when confronted with an uncomplimentary remark:
- Consider the source – is a long-time user of the brand complaining?
- Seriousness – is what is being reported a really grave matter?
- Totality – will this situation make a difference to all of the brand users?
- Repetition – has this circumstance been previously reported?
- Restoration or Aggravation – will a response be a solution or feed the complaint?
- Environment – where was the comment posted? The larger the audience, the greater the potential fallout.
Using these criteria should help the evaluation process and eliminate the majority of the cranks, quacks and minimalists when it comes to unpopular brand comments.
Still, the biggest challenge of all remains selecting when and when not to respond to a brand criticism. It’s a judgment call, but a call that needs to be made nonetheless in order to be true to your brand.
Tags: brand, brand management, Joe Bogardus, Mary Beth West Consulting
