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Brand protection in the age of customer engagement

Brands of every sort - from the globally familiar to the local politician du jour - are being savaged, attacked, extolled, and venerated with a speed never seen before. The digital tools of our age provide numerous new channels for brand commentary, both positive and negative, and these multiplying channels place daunting new demands on corporate and political brand ......

Full article >>> ue.com">JetBlue is a case in point. When recent weather events and lack of contingency planning led the airline into a spiraling downfall in customer service, JetBlue founder and CEO David Neeleman responded promptly with apologetic postings to customers on his flight log. The company also released a widely viewed StarbucksGossip.com, create great potential for both mischief and kudos for a company brand. On the brand advocacy side, two examples of supportive blog......

Full article >>> 's consumer reviews have become an invaluable aid for trip planners searching for evaluations of vacation venues and hotels around the world.

Getting swift-boated, blog style

In the political arena, spurious attacks have been made against Barack Obama alleging that he went to school in a madrassa in Indonesia. O......

Full article >>> and audit all of the components of your brand. Then upgrade your electronic media investments to effectively communicate with stakeholders, and develop contingency and crisis communications plans that incorporate the use of traditional external media as well as Web 2.0 channels (blogs, video, discussion boards).

Continuously monitor and respond to positive and negative noise about your b......

Full article >>> br> Paul Gibler: No RSS feed? You're fired!

Paul Gibler: Social computing in the Web 2.0 era

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