Alternative marketing thinking

iCONTRACT

Using Bad News To A Brand’s Advantage

Speaking at Nielsen Business Media’s Next Big Idea Conference, EVP of strategic services at Nielsen Online, Pete Blackshaw, focused his remarks on brand intelligence as he explained how companies can “defensively” market their stuff by turning negative trends in the marketplace to their advantage. Blackshaw noted the surge in the blog traffic surrounding consumer crises such as the Mattel toy and pet-food recalls are opportunities for brands to have a touch-point with consumers. “What do you do with a spike of negative buzz?” he asked. “Are you accountable for the solution?” The problem here is that the first call from CEOs at a time of crisis is usually to the lawyers. And what do lawyers do? They play defense. More.

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