Dissatisfied customers can quickly destroy a company ’ s reputation and demolish brand equity , leading to financial losses and long-term damage .
How Brand Managers Can Be Better Prepared
In the ever-evolving landscape of marketing , brand managers must stay ahead of the curve to ensure their brands remain relevant and competitive . This requires a proactive approach to understanding market trends , consumer behaviors , and technological advancements . Being better prepared not only involves staying informed but also developing strategic skills and fostering a forward-thinking mindset . Here are some key strategies and areas of focus for brand managers to enhance their preparedness and drive their brands toward sustained success :
Crisis Management Plan : Develop a comprehensive crisis management plan that includes protocols for addressing negative publicity . This should involve key decision-makers and communication strategies for timely responses as issues arise .
Active Monitoring aka “ kuskiza Ground ”: Continuously monitor social media and public sentiment to identify potential issues early . Employ tools and analytics to measure brand perception and address concerns promptly . Many brands are reactive and out of touch with their customers . This leaves us with question how many brands claim to be data driven and have invested in social listening tools to measure brand sentiments but don ’ t effectively use them ?
Transparent Communication : Man is to error , communicate transparently with the public . Own up to mistakes , apologies sincerely , and outline steps being taken to rectify and prevent a recurrence of the situation .
Consistent Values and Ethics : Ensure that your brand ' s values and ethics are consistently reflected in all actions and communications . Authenticity can help build trust and mitigate backlash .
Candid Engagement with Stakeholders : Engage with your audience , employees , and other stakeholders to understand their concerns and perspectives . This can help in crafting a response that resonates with your core values and audience .
Investing in Proactive PR Efforts : Invest in proactive public relations efforts to build a positive brand image . Highlight community involvement , sustainability efforts , and other positive initiatives
Conclusion
The ongoing unrest and political tension in Kenya , fueled by the controversial Finance Bill 2024 and subsequent protests , highlight the significant influence of Millennials and Generation Z on public discourse and brand perception . As the most digital and socially conscious generations , they leverage social media platforms like X and TikTok to hold brands accountable , demanding alignment with their values .
This scenario underscores the growing power of cancel culture , where public outrage can swiftly dismantle a brand ’ s reputation and financial stability . Gen Zs and Millenials prefer to lean towards brands that are proactive , bold , and have a strong moral philosophy and are people centered in how they treat not just their customers but also their employees .
Brands must recognize the imperative of adapting to this new dynamic , where consumers hold considerable sway over brand reputation . Understanding cancel culture is crucial ; it is not merely about individual accountability but about navigating a landscape where societal standards for dialogue and justice have evolved .
To mitigate risks and foster sustainable growth , brand managers must adopt a proactive approach that includes comprehensive crisis management plans , active monitoring of public sentiment , transparent communication , and a steadfast commitment to consistent values and ethics . Engaging candidly with stakeholders , investing in proactive public relations efforts , and ensuring that brand actions authentically reflect core values are essential strategies .
In an environment where consumer trust is paramount , these measures can help brands build resilience against the potentially devastating effects of cancel culture . Ultimately , the ability to navigate this complex landscape will determine a brand ’ s capacity to thrive amidst societal upheaval and shifting consumer expectations .
Geoffrey Sirumba is a seasoned Brand and Marketing Practitioner with interest in Sustainability Projects . You can commune with him vide email at : Geoffsirumba @ gmail . com