Inspiration, caring, content and chickens: #brandvandals in North America

Four cities, four days, hundreds of conversations, one suitcase. This week I’ve been on a mini-tour of North America talking to whoever will listen about many of the issues raised by #brandvandals, the book I co-wrote that is now available in the US and Canada.

I’ve endured the mild embarrassment of people referring to me as an author when I feel far too self-deprecating to acknowledge that publicly. I’ve put up with the constant barracking from colleagues about this feeling like a soft rock tribute band’s comeback roadshow.

Most of all though, it has been an eye-opener into the questions about brand hate – and far more often brand fascination – that seem common the world over.

Zeno ran three discussion events, in New York City, Chicago and Toronto, and I’ve spoken to many clients and contacts along the way. So much has been covered but these four points stand out in my mind:

Inspiration:  while undoubtedly some people do set out to sabotage brands, far more are simply looking to engage, and there is much to be gained by identifying which of those people are going to be most influential for reputation, or which merit action, and then seeking to inspire through how the brand responds.

Caring: people who try to engage a brand online always do so because they care, whatever the reason may be. In many cases, that’s a positive thing and demands a more sophisticated level of engaged storytelling. Care must be taken though to take sensible steps to determine intentions.

Content: lots of talk this week about the skills communications teams will require in the future. Above all, the ability to create relevant and empathetic content quickly to drive engagement or diffuse situations has never been at a greater premium.

Chickens: there is no substitute for the power of a great story. And in all the conversation this week, the most memorable tale was of how Dom Burch and his team at ASDA in the UK handled the #chickenlicker incident. It has been an inspiring story to many, showing how employees cared and how content innovation was key.

Thanks to everyone who came along, commented on the book, asked questions, masterminded the Zeno events and helped me in moments of airport hell. Please share thoughts via #brandvandals. Next: London.