What Are Collaborative Brand Attacks?

You may have heard of the term ‘Collaborative Brand Attacks’ (also known as CBA)

What exactly is is?

A CBA is a term used to describe a group of people (consumers) who take a (usually negative) stance against a brand/ organization and attack them usually via social media or the internet in most cases. The group of people can be past or present consumers or just people who don’t agree with a brand’s organizational behavior, vision, or what the brand stands for.

Recent collaborative brand attack examples would be the pepsi commercial that was released starring Kendall Jenner. The company faced backlash from many people due to the fact that they were making light of a serious political situation. Another recent CBA was the United Airlines incident where they dragged  a passenger off of their flight due to their own fault of overbooking the flight and needing the extra room for employees.Pepsi Collaborative Brand Attack

There are specific ‘Triggers’ when it comes to a CBA. Triggers are basically the reasons as to why a company has a CBA issue at hand. 

Trigger type 1: Unethical Behavior of an organization. This is caused when the company faces social, ecological, legal or political issues. (Nestlé Palm Oil issue)

Trigger type 2: Problems in core business. This is usually caused when a user has an issue with the company’s products or services or when a company has bad customer service. (United Airlines)

Trigger type 3: Problems with communication. This is caused when a company has unprofessional behavior and intransparency of decisions. (Pepsi)

Amplifiers are actions the company takes to react to a CBA that can actually do worse for the company than help them. For example, if a company reacts in a way which the public doesn’t agree then it will make matters worse. There are certain types of amplifiers:

-Lack of fast and appropriate reaction

-Perceived Unfair use Brand’s Power

-Appealing Trigger-related Content to share

-Spreading of CBA Triggers by Influential Organizations

There are however different strategies companies can use to react to a CBA which include the following:

Change of behavior: When your company is aware that they are in the wrong and want to make sure that this doesn’t occur again, use this strategy.

Counter Stating: Tricky strategy because you don’t want people getting offended or feeling attacked or deemed “wrong”.

-Appeasing: When you want to apologize to customers. Perhaps it is best to use this when someone (an employee) of your company has done something that is not within company agreements and they want to apologize for their behavior.

Bumping Content: Use when you don’t want users to have easy access to finding certain content. In this case, Pepsi could have possibly used this strategy while working with another strategy as well.

-Ignoring: might be the  worst of the strategies due to the fact that people want a company to either take responsibility for their actions or have a justified explanation as to why the certain issue has occurred.

-Censoring/Legal steps: Taking legal steps if people are accusing the company of something they did not actually do but would not suggest this at all only in very special cases.

 

 

 

Continue Reading

Social Media Took Me To Cannes

Social Media Took Me To Cannes …. well, sort of!

cannes

(Thought my bad photoshop job would make some of you laugh)….moving on….

For some of us marketers that were not able to attend the Cannes Lions Festival this year, we were given the opportunity to virtually be there through technology. I am able to be apart of the conversation without actually being there.

As someone who follows the world of creativity and marketing closely, I have had a lot of discussions pop up on my Twitter and Instagram feed. Thanks to Periscope and twitter, I got to listen to some epic conversations and discussions from genius’ in my field. I will be going into further detail of some of my favorite panels posted on social media.

TwitterMarketing posted an important conversation about Diversity with great marketing minds that have resumes linking to Beats by Dre, Coca Cola, NY Times, Twitter, etc. This goes to show the extent of the brilliant minds discussing one of the most controversial topics we are currently faced with; Diversity.

This panel went on to discuss the importance of big corporations and the role they play with diversity. I thought this was an important aspect of the discussion. Corporations are better off with having diversity in their company. The best way to bring about new ideas is to brainstorm with people who have different experiences and upbringings. The collaboration between people who have diverse backgrounds ultimately brings forth a bigger picture than being from people with similar backgrounds. As a company, you are trying to reach as many people as you possibly can; Having people contribute to your company with different backgrounds simply increases your earning potential and brand awareness. Personally, I think what triggers people most when it comes to ads and posts is being able to relate. Cultural intelligence can change your company. Having a diverse set of employees and outlook can really increase earning potential and the potential to tap into peoples real experiences which will make them loyal to your brand. This discussion went on to further discuss the issues with race and gender, not only in the united states but globally and what that means for marketing and advertising. The panelists also spoke on their own personal issues when it comes to being a diverse individual in a white male dominant industry. You can view the full periscope discussion here: Diversity Panel @twittermktg

You can also view more live sessions from Cannes at: Cannes_Lions

 

Continue Reading