Word: blackshaw
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...today's environment, any move that attracts attention might be worth it. "Overall, it seems to be a pretty smart strategy," says Pete Blackshaw, a brand strategist for Nielsen Online. "Doing it on the Web makes a world of sense. They are clearly getting some buzz, there's a novelty effect. At a time when everybody is going to be competing around November to get attention, this is a good opportunity to potentially get in front of the line." Blackshaw, who monitors how brands are perceived in the social-networking sphere, says the Christmas marketing has gotten positive feedback...
...jump start on what might be a horrid Christmas shopping season, experts anticipate that stores will move up Black Friday, and perhaps begin their holiday marketing around Columbus Day. "Overall, I think you're going to see a lot of this on the retail front," says Blackshaw. "They're going to be looking for novel strategies to drive competitive advantage, even if they have to rethink the typical calendaring of events." In this depressed retail environment, however, can Santa deliver the goods...
...customers who have offered positive feedback over the last couple of years, and send those people a quick letter or e-mail saying: This incident is isolated, we appreciate your business and, please, encourage your friends to stick with us too. "Managing brand influencers is so critically important," says Blackshaw. "Domino's doesn't have the same evangelist level as a company like Apple, but their core consumers can move the needle." According to McIntyre, Domino's is in the process of employing this strategy...
...Update Wikipedia. Blackshaw calls Wikipedia a "reputational broker," a gateway through which financial analysts, the media and even current and future customers come in contact with the brand. By late afternoon April 17, the Wikipedia entry for Domino's noted the following about the controversy: "In April 2009, videos depicting two Domino's employees, Kristy Hammonds and Michael Setzer, in Conover, North Carolina, tampering with customer food were uploaded to the YouTube video hosting service. Later, the duo was arrested and charged...
What's missing? "The Domino's video response," says Blackburn. "That's a crucial component of brand editing." Wikipedia's editors typically strike links to anything that smacks of propaganda, but says Blackshaw, "I'd be surprised if Wikipedia pushes back. A response from a Domino's executive to a major controversy is fair game." McIntyre says a Wiki-reply is "on the list...