Protecting the brand – it’s critically important for most consumer
products, and perhaps even more so in the beer, wine
and spirits space.
It’s also something that’s become much more of a challenge
in the digital age. In today’s highly connected world, it doesn’t
take long for one bad customer review or experience to snowball
as it travels across the internet, damaging a brand’s image,
sometimes irreparably.
Leeann Froese is co-owner of Town Hall Brands, a Vancouverbased
marketing agency that specializes in food, drink, hospitality
and culture. She believes people’s negative feelings are frequently
amplified on social media and when enough people jump into the
conversation, it can easily make something go viral.
“Suddenly you’ve got a story that’s catching on and going
everywhere. With the potential for stories of a negative nature to be
spread so widely, it can be a massive challenge to come back from
that. The potential damage I would say is immeasurable when it’s
something severe,” said Froese. “People can be very critical about
the way other people do business, and consumers will vote with
their wallets.”
Mari-Lou Nidle is the founder of InHouse Media + Marketing,
an agency in New Westminster, B.C., that focuses on beverage marketing.
She believes an essential aspect of damage control starts
with understanding the impact of negative press on how your customers
and the general public view your brand.
“This is something I try to get across to clients. It really doesn’t
matter what you think. The public perception of your brand is your
reality,” said Nidle. “Your brand equity is earned over many years
and you don’t want to lose that in one bad scenario. Consider that
every crisis really is an opportunity to either increase that trust or
damage it.”
P U B L I C R E L AT I O N S
Damage
Control
In the digital age, it’s getting harder
for companies facing a product recall
to protect their all-important brands
By Mark Halsall
Photo courtesy of Town Hall Brands Photo courtesy of InHouse Media + Marketing
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