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Reputation Warfare
By Manish Manghnani
Reputation
• A widespread belief that someone or
something has a particular habit or
characteristic
Overview
• Companies trying to protect their good names
from increasing attacks by –
– Dissatisfied customers
– Ex- Employ...
Scenario
• Easy availability of internet
• Internet has became cheap and fast medium
of data sharing
• 2,405,518,376 inter...
“Food at XYZ is soooo
bad ,don’t go there”
Some strategies
1. Avoid show of force
2. Respond at high speed
3. Empower frontline team
4. Use of social media
5. Force ...
Avoid show of force
• It’s not necessary that larger parties with deep
resources will have a upper hand
• They have greate...
Respond at high speed
Slow & steady don’t
always wins the race
• Companies should opt for timely actions
• Messages on social networking websites are
Viral in nature
Empower frontline teams
• People don’t interact with CEO’s
• Give them power to take decision
• Save time and create a fav...
FB, Twitter threat or Asset
• Double edged sword
• Such fires could be used to correct the
problems
Force Multipliers
• At time of hardship this could act as a savior
• Third party come into play
• Hits the human psychology
Credentials
• Speak to the company’s good work
• Mostly result of force multipliers
• Ratings from agencies like fortune o...
Mischievous competitors
• Social media websites could be used by the
competitors to deteriorate the brand name
and value
What Pepsi did
Sponsored various sports events and ran several events to regain the lost image
Example to Indian context
Thank You
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Reputation Warfare

  1. 1. Reputation Warfare By Manish Manghnani
  2. 2. Reputation • A widespread belief that someone or something has a particular habit or characteristic
  3. 3. Overview • Companies trying to protect their good names from increasing attacks by – – Dissatisfied customers – Ex- Employees – Any person having access to internet – Antagonist • Traditional medium still present but major threat from new reputation snipers
  4. 4. Scenario • Easy availability of internet • Internet has became cheap and fast medium of data sharing • 2,405,518,376 internet users worldwide
  5. 5. “Food at XYZ is soooo bad ,don’t go there”
  6. 6. Some strategies 1. Avoid show of force 2. Respond at high speed 3. Empower frontline team 4. Use of social media 5. Force multipliers 6. Credentials
  7. 7. Avoid show of force • It’s not necessary that larger parties with deep resources will have a upper hand • They have greater obligations • Companies should take care in highlighting any issue as it could backfire
  8. 8. Respond at high speed Slow & steady don’t always wins the race
  9. 9. • Companies should opt for timely actions • Messages on social networking websites are Viral in nature
  10. 10. Empower frontline teams • People don’t interact with CEO’s • Give them power to take decision • Save time and create a favorable image
  11. 11. FB, Twitter threat or Asset • Double edged sword • Such fires could be used to correct the problems
  12. 12. Force Multipliers • At time of hardship this could act as a savior • Third party come into play • Hits the human psychology
  13. 13. Credentials • Speak to the company’s good work • Mostly result of force multipliers • Ratings from agencies like fortune or business awards
  14. 14. Mischievous competitors • Social media websites could be used by the competitors to deteriorate the brand name and value
  15. 15. What Pepsi did Sponsored various sports events and ran several events to regain the lost image
  16. 16. Example to Indian context
  17. 17. Thank You
  • millenniumraf

    Feb. 12, 2019
  • LeeWilliams14

    Apr. 26, 2015

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