Defensive Branding & Video: Keeping Trust During a Crisis

Well, you read about it here first, but I dedicated this morning's lead ClickZ article (Keeping Trust During a Crisis) to a more extended discussion about the use of video in crisis communication.  Mattel, J&J, and Menu Foods are cited.  In terms of "actionability," I suggest that brands should "aggressively think about how to leverage interactive capabilities and platforms, especially video, to drive deeper emotional connections and trust with consumers."  Tough situations, I add, are the best place to start.   

Video response within site search results. Brands have a long way to go in shoring up basic site search, but one opportunity is to use video-based responses against the query. If a consumer types in "ford safety," the results page should link directly to a trusted voice from the brand walking through the company's commitment to safety. It doesn't need to be the CEO; it could be the product manager or some other trust figure.

FAQ databases. Similarly, FAQ databases should make better use of video responses. Right now, virtually all FAQ databases on corporate sites are grounded in text.

Feedback forms. Should every feedback form or "contact us" link have a video of the head of customer relations talking about how sincere she is about getting the forms back? Think about how the Kashi brand conveys a "we're listening" mindset.

External search. If consumers type in a directionally negative term on the major search engines, brands should buy text ads that link directly to a video response.