Sam Flemming tells a nice anecdote in his latest IWOM Watch to illustrate the points he wants to make. Not only are the consumers nowadays talking back to the brands anymore, the big brands have started to listen to the concerns of the consumers, closing the circle.
Unilever brand OMO for washing powder used a commercial where a child was spilling dirt, the basis to claim that OMO can clean up the mess. The problem was that the child did not apologize for spilling the liquid and at the internet people got angry:
It made me more angry that they don’t apologize at all and feel it is normal. They don’t care about these who they hurt. The ad design breaches moral principles and harms kids education.A few weeks later, the "sorry" was added. Very nice illustration how the internet word on mouth is getting mature.
More stories and figures in his report.
Sam Flemming is also a speaker at Chinabiz Speakers and you can check his availability here.
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