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By Quentin Langley (auth.)
Containing ninety+ case experiences together with BP, Beyoncé, Pizza Hut and Chrysler, this can be the 1st ebook to investigate brandjacking - whilst agencies lose regulate in their brand's photo on-line. Combining problem verbal exchange and social media, this e-book charts the trend's progress, supplying recommendation to those that locate themselves on the mercy of brand name pirates.
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Extra info for Brandjack: How your reputation is at risk from brand pirates and what to do about it
Example text
Finally, the technician dozed off, phone in hand, on Brian's couch. This was too good an opportunity for Brian, a law student at Georgetown University. to miss. He filmed the sleeping technician and created a YouTube video. The video, titled "A Comcast technician asleep on my couch," was brief, but carried all the messages that Comcast dreaded. Set to "I need some sleep" by the Eels, it showed the technician sleeping peacefully. Shots of the technician were interspersed with slides, in the style of black-and-white silent movies, which bore comments "thanking" Comcast for such things as its unreliable service and the four-hour appointment windows.
The company relaunched the blog on Movable Type, a real blogging platform. The Vichy team blogged there using their own names and real photographs rather than a picture of a model. All the features of an interactive blog - including comments from real customers - were enabled. An external blogger, Sophie Kune, was brought in to blog authentically on Vichy and its products. What started as a simple advertising platform became a genuine conversation, which leading French business publications praised as an innovative marketing strategy.
See ExxonMobif, BP, David Mitchell. FAKE I These are rare, but consist of completely false memes spread deliberately. """ / . rant. " See Taco Bell rats, alfiwaniforxmasisapsp, #SeriouslyMcDonalds. I AGGREGATION I This is one of the great innovations of the social age. Social media BRANW"CH enable people who would otherwise be isolated critics to combine their voices. Sometimes, customer failings are sufficiently rare that people would simply never encounter others who have suffered from the same problem.