Today’s buzz concepts “engage the audience” and “create conversations” can present a challenge to some companies who are unsure how to involve their customers in defining their brand. Dove’s Campaign for Real Beauty meets that challenge by affirming that beauty is not what Madison Avenue tells women that it is. Dove’s definition of [...]
Posts from ‘February, 2008’
Reputation Management Case Study: Kryptonite Bike Lock Co.
“Engaging with consumers” is a popular buzz phrase today. But with blogs, forums, Twitter and texting widespread, consumers are now effectively in control of your brand – like it or not.
What happens when the unthinkable occurs? Delta Air Lines and Dell Computers are two companies that have experienced the wrath of indignant customers armed with [...]
