Brand cavalry
November 30, 2005 by Neil Maclean
A bad-mouthing hierarchy seems to have just been established on the new Word of Mouth training blog . According to Ketchum’s Paul Rand, you can categorise your dissenters according to three groups:
First are the “Hear Me’s” that have a gripe and just want to be listened to. Ignore them and they could turn into “Reputation Terrorists,” who are determined to undermine your company and willing to go out of their way to do it. Finally, there are the “Competitive Destroyers,” who are trying to get a competitive advantage over you for business reasons.
Nasty. Part of the solution, according to this post, is to keep a loyal posse of brand fans in reserve so they can ride to your aid in times of need.
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