Brand Reputation
Posted by Joe Cannon
My previous post linked to an article that pointed out how B2B buyers are likely to Google a prospective supplier — and what turns up is your reputation. And a single bad act can outweigh many good acts — just ask Jet Blue. Virgin America had their reputation damaged last week. Once again we see the role of social media in spreading word of “bad acts” far and wide. I like that Sviokla’s post on an HBR blog, “Real-time Brand Management — Lessons from Virgin America’s Hellish Flight“ (March 18, 2010) provides a nice analysis and implications for marketing managers. The story addresses brand management, service failure and recovery, and social media.


