Brand reputation: Guard the brand
Toby SouthgateThe Brand Union
Tactical awareness-building campaigns that don't align the promotion with the brand's core values risk damaging the brand's reputation.
The landscape in which brands now operate has changed beyond recognition, as has the responsibility for organisations in their role as brand guardians. A brand's reputation, once a healthy product of a successful strategy, can now be driven and developed completely by the consumer. This change has the potential to mean newly empowered consumers can have a major influence on a brand's success. Or failure. This shift has taken place as a...