17 Jul '11, 1pm

How Your Company Can Fight 'Brand Terrorism'

Many marketing experts will tell you that one of the most significant changes over the last 10 years has been the power moving form the brands back to the consumer. People power, as many brands have discovered, is not only changing the way they market, but forcing companies to change the way they do things. The web and social networking have made it easy for people to cluster together as a force to be reckoned with. A single lonely voice of objection can now soon mass into thousands and even millions. Retailers, intensely worried about keeping the faith of their customers in the face of tough competition, will force brands to change their messages, packaging, ingredients or sources to avoid upsetting their customers. Hellman's mayonnaise offers a good example: Until recently no one had asked them where they got their eggs from. But the one supermarket did and threatened to...

Full article: http://www.greenbiz.com/blog/2011/07/17/how-your-company-...

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