Leading brands can suffer reputation damage if they’re not participating in the consumer discussion about their brand. While high-profile PR disasters like “Exxon-Valdez” show us how dangerous it can be at a macro level to delay in responding to negative attention, in the world of consumer products, effective reputation management should begin at the micro level and can’t be ignored. How so?
There is currently a lot of talk in retail about integrating brand experiences across channels to better reach consumers that bounce between multiple channels. While much of this discussion on “omnichannel” marketing focuses on the integration of retailers’ traditional storefronts to their mobile and desktop Web experiences, product companies should not overlook marketplaces like Amazon as a critical touch point in the consumer brand experience.