Brand Equity is a key concept for many marketers. Big companies spend millions creating the ‘experience’ of their brand. In the past, maintaining that brand equity wasn’t that hard to do - but things have changed.
With the advent of blogs and social networks, the ability of a one unhappy consumer to tear down your company’s brand equity has never been more powerful. For example, check out this post from Seth Godin, linking to a number of customer service horror stories.
I just have one question for the CEOs of the companies mentioned here - what are you doing while hundreds and thousands of people are reading this and forming opinions about your brand? Are you engaging these customers, finding out how to make things right, and saving the value of your brand name?
If you choose to meet these very vocal, very influential, very unhappy customers on their turf, start a discussion with them, and resolve the situation - you can turn a potential brand disaster into PR more valuable than the best written press release or Super Bowl commercial.
Think about it. Then contact us to find out more.