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#brandvandals – the new book on the extremities
of reputation risk today. And the world’s first book
with a hashtag as its title. Join the #brandvandals
“If you have any interest whatsoever in brand
reputation, and the vandals who threaten it, beg,
borrow or steal this book. It should be your public
Francis Ingham – Director General, PRCA (UK) and
Executive Director, ICCO
"The world is increasingly activist and atomised. Trust is both complex and
fragile. Brands are at risk like never before. There is a Tahrir Square moment
waiting to happen for a business or a brand. #brandvandals grapples with these
new truths and tries to make sense of it all."
Robert Phillips - Head of Chambers, Jericho Chambers and Honorary Visiting
Professor of Public Relations, Faculty of Management, Cass Business School
"An uncontrolled Internet firestorm can destroy a brand’s reputation in days.
This book will give communications teams a fascinating insight in how online
attacks – warranted or unfounded – can best be managed."
Jonathan Prynn – Consumer Business Editor, The Evening Standard
“There are lots of books on social media, many of which express pretty
elementary thoughts. This one, however, provides important reading material
for anyone working in corporate comms.”
Alex Singleton - former journalist, BBC, The Guardian, The Daily Telegraph
#brandanarchy - and now
The story so far…
When #brandanarchy came out, the two
questions we were asked most often were:
- How bad can it get?
- What can I do about it?
#brandvandals is our response to these
questions, helping you to understand your
audience and protect your brand’s identity.
This book will also show you how to get your
organisation battle-ready in just 90 days.
The writing is on the wall.
And it’s likely to be a Facebook wall.
Your brand has to get to grips with
Media has changed a lot in the past 60
Communication between a business
and its audiences can no longer be
(It never should have been,
but it definitely isn’t now).
#brandvandals explores the dirtiest
corners of brands’ audiences:
…the people who are corralling
themselves to cause reputational
damage to brands they dislike.
Anyone can be a brand vandal.
Consumers have always shared
their views of organisations.
But now these views are public.
#brandvandals aren’t just members of
your external audience.
Sometimes they’re employees.
A lack of robust processes can
#brandvandals can wreak havoc with reputation..
Once a message hits a network, any notion of
control is immediately lost.
This book will teach you
Develop an early-warning system
Have bigger eyes, and even bigger ears
No right or wrong answer - some brands
respond with oversensitivity, some bravado
No two situations are totally alike
Judgement and data need to be baked into
the response process before it’s necessary
Digital content leaves a trail, so while
there’s a lot of information generated, you
know what you’re dealing with
Monitoring systems help sort this content
When responding to an online attack
Be agile and ingenious
Know what the process is for responsewho in your team is meant to be doing
Treat it as a science, not an art- but
remember there’s still room for instinct and
Analyse your response afterwards- what
went well, what might have been better?otherwise you won’t learn from it
Build a reputational shield
• Engaging your audience and setting
reasonable expectations with them goes a
long way towards protecting your brand.
• Just because there are a lot of people
following or using your brand, doesn’t mean
their support is passionate or consistent.
• They’re like an army of volunteers- they
support you, but when it suits them.
• Finally, it’s a relationship like any otherinvest in it.
Keep your reputational shield
Make it harder for mud to
Turn a negative into a positive
• Use the truth. If you’re in the right, you’re
already coming from a strong position.
• If part of their attack is true, you need to
evaluate the situation on its own merits or
• The bottom line is, transparency pays.
• The important thing is not to take the baitand that your audience must always be at
the epicentre of your actions.
Get your communications right first time
• You need a team, but one person has to be
given the ultimate responsibility of handling
a crisis and making judgement calls
• Take the time to get to know your advocates
and nurture a strong fan community
• Tell authentic stories and generate/engage
in real conversations
Be prepared, and you can stand tall rather
than looking over your shoulder
October 2013 (UK)
January 2014 (US/rest of world)
AND HOW TO BUILD BETTER DEFENCES