Wednesday, February 28, 2007

Marcas bajo amenaza: KFC, Walmart y Starbucks

A través de Jeremiah Owyang nos enteramos de este episodio. Un local de la cadena KFC/Taco Bell de Nueva York fue denunciado por tener ratas. Un video recorrió las cadenas de televisión del Estados Unidos y -por supuesto- también fue difundido on line. El presidente de KFC decidió responder también con un video en la web.Jeremiah usa el término "Brand Hijacking" para dar cuenta del fenómeno de activistas y consumidores tomando una marca y usándola on line para compartir con otros sus opiniones y experiencias con esa marca. Menciona el caso de The Walmart Watch Blog y de un espacio en wikipedia dedicado a las críticas contra la cadena de supermercados.Otro ejemplo es un video en YouTube sobre Starbucks.

"Estamos entrando en una era en la cual una marca ya no es lo que ella misma dice que es, sino lo que Google dice que esa marca es". Chris Anderson, The Long Tail.

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