Earlier on in the year Rob posted his 10 Rules to Recover from an Online Brand Rosetta Stone Language Software
Attack. Now, following from Steve Jobs' apology, we have another list of 10 in the form of ConsumerGeneratedMedia's Ten Important Takeaways from Steve Jobs' iPhone Pricing Apology.The list of online reputation management virtues reads as follows:1. Listening2. Responsiveness3. Restating the rationale4. Empathy5. Service as brand6. Accountability7. Nurturing trust8. Walking the talk9. Imperfect timeliness10. ForgivenessI won't go into elaborating on each of these points but some of them do warrant special mentioning.Restating the rationale: Jobs did this and managed to show the reasons for his pricing strategy. By explaining that Apple is striving to serve the market as a whole he managed to further position them as the good guys.Service as brand: "…we need to do a better job taking care of our early iPhone Rosetta Stone American English
customers as we aggressively go after new ones with a lower price." Stating that Apple is imperfect as a brand but is determined to strive forward Jobs is leveraging himself off Apple's long-term standing as a consumer-friendly brand.Accountability: Wow, here's a big one. Nothing quite like a big brand sticking up its hand and going, "My bad!"Imperfect timeliness: By stating that Apple's trying to do the right thing for its customers and following this with an apology Jobs showed that Apple is an idealistic brand, and one that will strive for these ideals regardless of the hiccups that it may experience.Comparing this list with Rob's it must be noted that although the points themselves are different the logic inherent in both is near-identical. Have the right attitude and your brand will thrive come hell or high water.I personally think that any major brand could Learn French
survive virtually any crisis by adhering to entry number 9 on Rob's: "Care. If you truly care what your customers think then most of this will come naturally."Such a simple thing, and yet nowadays a brand caring is noticeable for being the exception rather than the rule.
2011年4月10日星期日
Apple: An ORM Case Study
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