Having a wealth of positive stories about your product not
only elevates your brand, but also provides a moat or buffer against the risk
of negative headlines. This effect is evident in the airline sector, where negative
customer press is more common for some airlines vs others (think UAL vs Jet
Blue). Some firms attempt to “rebrand” or trigger positive social media/earned advertising
by changing the focus and dialogue with customers after a negative episode. A
great example is Tesco. Between the recent ‘horsemeat scandal’ (not cool), to
large corporate fines, to growth of competitors Aldi and Lidl, the firm needed
something more engaging that jut the usual BOGO advertising. To this end, Tesco
sought to engage consumers using “Tesco Food Love Stories”. As described by the
article “They show how Tesco products can solve any family problem, which
brings Tesco right into the heart of the home. They break the fourth wall,
which many marketing campaigns fail to do.” The idea, with this honest and
direct dialogue, is to increase trust and thus restore loyalty to the brand. It’s
a first step and unclear if successful, but shows the strides and flexibility required
of incumbent players in a world with increased digital marketing.
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