From the course: Advanced Branding
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Brand detractors
- Even the best brands encounter brand detractors. This group is the exact opposite of a brand promoter. They're motivated to drive people away from your brand. Some detractors are extremely active. They'll post content that paints you in a negative light. They'll intentionally leave negative reviews and have an almost personal mission to make sure everyone knows they're against your brand. Other detractors are more passive. They only critique your brand when the subject comes up. Regardless of how active the detractor is, they'll fall into two categories, subjective and objective. A subjective detractor doesn't list their reasons for being against your brand. They've typically had a bad experience, and while it might not be typical of your brand, it rubbed them the wrong way. They react completely on opinion, and they're motivated by an emotional feeling. Imagine this type of detractor as being genuinely upset, and they have…
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