Defensive Branding 101

Is a good brand defense the best offense?  This is the critical question I probe this morning in an article entitled "Defensive Branding 101 - The Role of Search," which probes whether Search Engine Optimization (SEOs) and other search experts are dedicating enough attention to targeted search advertising against negative search queries.   At a time when consumer-generated media (CGM) is unleashing an unprecedented digital trail of negative commentary and opinion that re-circulates to ordinary consumers through search, its surprising that few brands are acquiring "balance the story" shelf-shelf space through targeted search advertising.

Speakers and Seekers:  The attached chart underscored the role of search as a CGM targeting vehicle.  Vocal consumers with good or bad experiences act as "Speakers." The create vast quantities of indexed content on search engines that find curious "seekers," most of whom are simply ordinary (dare I say "typical") consumers doing straightforward product research.  Bad buzz, I write in my article, "spreads not simply because consumers hear about it for the first time, but because initial buzz is solidified by the presence of reinforcing evidence. A quick search on bad buzz, a rumor, even gossipy innuendo can trigger a tipping point in consumer perception."

"A consumer who hears Mazda has warranty issues will immediately seek counsel from Google and type in "Mazda complaints" or "Mazda safety"...This is where SEM (define) misses the mark. It obsesses with acquisition and shrugs defection. Media planners and SEO experts avoid negative inventory like it's the black plague inside a no-fly zone.

Defensive Branding: What's needed is a new form of ad targeting grounded in what I'd call "defensive branding."  Under this model, Mazda would consistently have an ad presence in negative search results, always attempting provide deeper context around the issues at hand.  If the brand has nothing to contribute, rebut, or challenge, it should clearly avoid this, as this simply risks creating even more consumer cynicism.  But in most cases, brands already have content, FAQs, or corporate information addressing to help explain, or wrap perspective, around these issues.

Comments

[Brokerblogger]

Pete,

You are so right about the lack of "Defensive Branding"!

However, when you say "If the brand has nothing to contribute, rebut, or challenge, it should clearly avoid this, as this simply risks creating even more consumer cynicism.", it doesn't take into account the hidden agenda motives of too many sellers. These sellers aren't afraid to use "the end justifies the means" tactics in promoting disinformation in the form of a "conversation" which is really "corporate speak". Rather than "lie & deny" they may tell "half truths" or pay other people to do this.

How is a consumer to tell which content is really truthful, unbiased, and objective "Defensive Branding", or that same kind of consumer generated content, and which isn't?

Why was the most looked up word in the Mirriam-Webster online dictionary last year "integrity"?

I am placing these honest, tough questions here along with a similar one on ClickZ Feedback, since I'm not sure if it will be allowed to be published there.

Keep Up the Good Work!

[Brokerblogger]

I don't know if you or ClickZ has the final word on leaving Feedback there, but I think you helped get my previous comment published; Thanks.

I liked your "Defensive Branding 101" topic so much that I had to give feedback on two more things.

When you say in the ClickZ article "Anticipate consumer curiosity" this is crucial as more consumer advocate minded people will look more for negative reviews than positive ones. Positive ones are easy to come by. The negative ones have to be evaluated carefully, though.

Also, when you say "Apparently, few (SEO's) are watching the brand's back." this probably is true. However, in their defense, I think most SEO-SEM's are doing what their clients want them to do. The clients probably need more of a "Defensive Branding" education than the SEO-SEM's.

Doing a more "collaborative conversation" vs. just PR with their customers (like BazaarVoice.com offers) would provide many benefits besides just the "defensive" aspect. For ethical, value driven sellers, "the only thing to fear is fear itself".