Global Brand: Protecting the brand from media attack

Guest Author: Philippa Moss

Challenge
An international consumer products manufacturer needed to recover a substantial dent in sales and reputation following a report that a product could be harmful to the health of consumers. While the media report was quickly refuted the product still lost market share in its field. The client needed to ascertain whether the story was still in the media, precisely what attributes of the brand had been attacked and what was the best mix of media channels to employ to achieve rapid recovery.

Solution
A comprehensive review of report coverage was conducted in print and broadcast media, supported by in-depth analysis of the story in social media. Time-line and audience impact were then plotted to determine the extent of reputation damage. The analysis revealed that while the report scored a major impact in print and broadcast media, it quickly vanished from the news cycle. In social media, on the other hand, the story stimulated ongoing discussion. Linked to brand risk profiles, the analysis revealed the need for a much more subtle media strategy than had first been thought to avoid potential future problems.

ROI
The client was able to mount a vigorous market share recovery program while minimizing the risk of fuelling damaging online conversation. Costly launch and marketing outlays are now protected by a low-cost investment in harm minimizations strategies.