Prior to their flip from love to hate, Marketing Terrorists were the best brand advocates.
Marketing Terrorists are typically born out of a negative experience that could have been simply resolved. Which is followed by the brand failing to recognize the gravity of the issue and passing over the valuable customer like a bump in the road.
Absent a resolution, the consumer becomes infuriated, defects from the brand, and flips to become a Marketing Terrorist.
Brands should not invest themselves in trying to flip Marketing Terrorists back to Brand Lovers.
Marketers should identify issues causing consumers to defect from their brand and correct the problem to preserve their existing customers.
Next, identify brand attributes that are most valuable to consumers and focus on strengthening these as brand pillars.
Finally, monitor & measure all relevant consumer-brand touchpoints to be alerted of where your brand may be going off track and have in place a process improvement strategy.
Market Research, Marketing, Advertising, Strategic Planning, Brand Health, Brand Health Gurus, Insights 4 Less, Brand Strategy, Consumer Insights, Brand Love, Love Zone