Facts about Marketing

Recently I have changed my Internet provider and even if all my friends warned me about the awful customer care of the provider I have decided to go for it because of the quality of signal. Modem arrived, service activated, but suddenly something happened: after a storm the network was not working any more. ...there I was with my mobile in my hand an ready to face the terrible customer care. First call: half an hour waiting and finally, when someone answered he/she decided to end the call as soon as he/she kept it.  Second call: 45 minutes waiting and the assistance ended as the first time, so did the third call and the forth till my mobile credit was finished. Thus, I gave up the customer care and I decided to chat with friends on Facebook, but I had an idea. What if I ask for assistance to Fastweb on social networks? So I did, and after few hours someone contacted me and solved my network problems. Amazing! If from a side none helped me through a phone ...

The brand awareness is nothing more than the popularity of a brand. Companies pine for it and in some cases invest a huge amount of money in order to increase it.  On the other hand the brand reputation is what people think about your brand, the perception they have. But what happen if your popularity (so your brand awareness) rises, but your brand reputation doesn't? This is what is happening these days to Moncler (a famous luxury down jacket company) after a television report on the Italian public television. In the report a journalist explains the unethical behaviours of the worldwide company. In fact, during the show Moncler has been accused of cruelty to animals, low quality, and exploitation of workers.  ...and the day after the show, the web and social media gone wild.  The brand awareness has sharply increased against the brand reputation which decreased considerably. Twitter, Facebook and the web are brimming with negative comments and articl...