Managing Brand Hate

Abstract

This chapter proposes ideas for how to detect brand hate, engage in brand hate speech and negotiate with brand haters and anti-branders in order to find solutions and achieve market peace. The brand hate management process is discussed three distinct steps: (1) Listen, (2) Engage and (3) Negotiate. We also examine a specific decision algorithm for use when dealing with brand haters, which takes account of the origin of hate (either company-related or consumer-related brand hate). Thus, this final chapter introduces some ideas for how to build better and healthier functioning market communications and relationships for the benefit of all.

I do about 50 % of my shopping online, and this was easily one of the worst experiences I had. I hate the feeling of being ripped off and you probably do, too. Do yourself a favor and shop somewhere else. I wish I had.

Anonymous Consumer