The number of people using the internet globally is around 2.3 billion² with over 1 billion users on social media services³. This growing inter-connectedness presents a risk: brands can be temporarily tarnished or permanently weakened in hours, as intentional or unwitting brand sabotage can spread and be picked up by the media quickly.
There are numerous examples in recent years of negative media coverage of products or services, whether from viral videos, embarrassing behaviour by executives or brand ambassadors, or unethical practices by suppliers.
Many executives are concerned with brand risks that emanate from outside sources, for example from dissatisfied customers, cantankerous critics and unruly competitors. These attacks are often purposeful and menacing. Many organisations have taken to social media platforms to resolve issues in an open forum, thus creating a positive brand experience.
However, it is important that organisations better understand what threats the future may hold for their brand. A mature brand resilience model can help companies to respond quickly and decisively to emerging threats, and deal with them before they become critical business issues.
Individuals within your company who may not intend to do harm, may inflict as much, or more damage to the brand. Consider the manager who forwards a confidential email to the wrong person, or the executive’s remark that’s secretly recorded, or employees who upload at-work pranks to YouTube. These internal saboteurs may not set out to destroy brand equity, but the impact can be just as devastating as the acts of a wilful saboteur.
We offer a real-time online Brand Risk Analytics solution which comprises both a technology solution to scan data sources across the internet and social media to identify, prioritise and report on emerging threats – and also a people and process framework to help you to respond to brand risks quickly and effectively.