“KFC serves the worst burgers ever!” -Drake “I cannot even tell you how bad has my experience at the Juice Salon.” -Emily These might seem just normal customer opinions which every Brand faces at one juncture or the other. While these can be easily dismissed when it is personally conveyed, it can prove to be brutal for the brand on the internet. It is essential for every brand to maintain a positive presence in the digital space and while it is as difficult as it sounds, it is not completely impossible. This can be done by ensuring that the negative comments or criticisms are balanced out with positive comments or compliments, in a way that your viewer can perceive your brand to be the way you want to portray it. In the case of restaurants, it is necessary to have Online Reputation Management in place, and more so ever since the advent of Zomato. The digital space has now become unrestricted and inclusive of consumers’ ease of access, which has made it only simpler for customers to be able to judge based on the reviews. While this has been in favor of the customers, even brands benefit from it considering that if they have a good brand presence, it is elevated with the help of Zomato. A mother finding a human nail in a KFC burger was a major deal for the brand until they released the range of “Finger Lickin’ Good” nail polish which had taken the internet by storm in 2016. This is exactly how ORM works because anyone who types the keywords- KFC and Nail only finds results of the nail polish and not the rumor anywhere unless they type the below phrase as a keyword. There have been many big brands such as Cadbury and recently, Maggi that have faced the brunt of coming under the scanner for quality issues. This can prove to be a major negative space to be in for any brand, but how to come out of it?
Related Articles
- Promoting the brand’s quality checks and getting an ambassador to validate the point just as Cadbury had signed up Amitabh Bachchan to be the face of it.
- Ensuring that social media pages are handled well during this time, because it is crucial to be active and to retract to users, intelligently.
- Maggi had made use of its’ longevity in the markets to promote themselves on being a safe option for everyone and to rubbish off the rumors.
This post first appeared on BRAND POSITIONING: ANALYSE THE RIGHT CATEGORY FOR YOUR BRAND!, please read the originial post: here