By Quentin Langley (auth.)

ISBN-10: 1137375361

ISBN-13: 9781137375360

ISBN-10: 1349677183

ISBN-13: 9781349677184

Containing ninety+ case stories together with BP, Beyoncé, Pizza Hut and Chrysler, this is often the 1st booklet to investigate brandjacking - while businesses lose keep an eye on in their brand's snapshot on-line. Combining difficulty verbal exchange and social media, this e-book charts the trend's development, providing suggestion 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

Sample text

In 2007, Michael Dell himself returned to the helm. In the same year, he appointed the company's first in-house blogger, Lionel Menchaca. " He admitted that the company had problems, and involved customers in the process of putting them right. By respecting the customers, he earned respect from them. Jeff Jarvis was able to leverage an entirely new career from this. Already a journalist and popular blogger, he became an in-demand speaker on customer service, a published author, and an academic teaching at City University of New York.

Kryptonite was forced to change the locking mechanism of its product, replace locks already sold, and even settle (out of court) a class action lawsuit. Intriguingly, as explained in Chapter 2, the story had actually been around for 12 years when the video went viral- indeed, this was a key part of the lawsuit against Kryptonite. It was the combination of the visual representation and social networking that raised the profile of the issue to crisis level. While Kryptonite did the right thing in the end, its crisis came about because it had failed to engage with customers.

Soon, CNN and the rest of the MSM began to follow the story. Twitter's role in brandjacking was firmly established by Leroy Stick and his spoof Twitter feed, @bpglobalpr. At the height of the Deepwater Horizon crisis in the Gulf of Mexico, Stick was producing a steady stream of satirical commentary about BP and the Gulf. He had 12 times as many followers as the official BP feed, @bpamerica. Stick stayed within his chosen paradigm, always speaking as though he was a BP official. He was just much, much funnier.

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Brandjack: How your reputation is at risk from brand pirates and what to do about it by Quentin Langley (auth.)


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