Once you could release information to the press for timely dissemination to the uninformed proletariat and control what your brand portrays. Now the backlash that is social media is showing it’s power.
I’m not going to rehash the story behind the Toxic Branding story – suffice it to say a touch of naive management of events, which was rapidly spread about the internet world. Had AirBnB not been pretty much spamming the webs with adverts this effect would likely not have happened as to be on radar you have to be a familiar brand.
As with the launch of Color, and the subsequent backlash post launch. Manage expectations based upon a trial and lets get back to proper focus group testing and human reactions. This new era of communication demands a degree of transparency that would scare a politician!
Brand management in this era of authenticity is an art requiring an understanding of the human mind and not just legacy marketing strategies.