Unraveling the complexities of misinformation, Dr Gaurav Sood, Director & Professor of Marketing and bestselling author, took center-stage at SPECTRA 2024. His session, ‘Troll Proof Branding in the Age of Doppelgangers,‘ was an insightful exploration into the challenges and strategies for combating the pervasive issue of fake news.
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The power of consumer-generated imagery through social media in shaping a brand’s perception, both positively and negatively was highlighted. As he aptly put it, “We, as consumers, create an imagery of a brand, and through social media, we generate additional perceptions. This is done in both sides, positive and negative.”
Addressing the alarming rise of fake news, he drew attention to its impact on both products and personalities. His Amazon bestselling books, “Fake News – Spot it. Stop it” and “Troll Proof Branding in the Age of Doppelgänger” delve into the intricate, complicated ways fake news is utilised by various entities, be it governments, corporations or political parties.
Taking a look at ‘brand doppelganger’ defined – “brand doppelganger images is a collection of disapproving images and stories about a brand circulated in popular culture, by a fairly loosely organised network of anti-brand activities, bloggers, opinion leaders and consumers”. Apparently, strong brands are more vulnerable to its doppelganger.
Dr Sood’s research-backed analysis emphasises the role of fake news in creating, amplifying and sometimes tarnishing a brand’s image and equity. The session shed light on how brands can navigate the complex landscape of fake news, sometimes being victims and sometimes unwittingly contributing to its spread.
Today, when fake news has become unprecedented disruptive spread, Dr Sood’s book seems to be a valued attempt at analysing the fake news universe and its impact on public discourse. For us in the reputation management space, the book actually puts forth a well-researched insight into why we need to act before it is too late.
Brands try to create a strong, favourable image association in the minds of consumers. But not everything goes well. How does brand doppelganger create an impact? “We have been coming across brand dopplegangers, fake news, hacktivism, internet trolls and culture jamming are rampant pop culture phenomena in the age of consumerism,” shared Dr Sood. Because of very popular opinion, user-generated content, we question the existence of a brand! We have seen how brands like Starbucks, Patanjali and so on, have been affected.
And, even branding strategies can also go wrong. The “United breaks guitars” video showed the alarming cost of consumer backlash. Dave Carroll’s experience with United Airlines resulted in a significant loss of business for the airline brand; and it was estimated that the song cost the airline $180 million in lost revenue and also a loss in market share (10%) too. To avoid negative consequences, businesses need to prioritise customer service and make it a top priority throughout the organisation.
The topic of emotional branding came up – when marketers tap into human emotions like rage, fear, grief, disgust, surprise, anticipation, trust and happiness; when consumers are not rationally but emotionally connected to brands. Again this can have a huge impact on brands.
Finally, if it set us thinking….how do you manage Brand Dopplegangers, the book explains it all, disclosed Dr Sood. Listen and respond to your customers. Loyal customers will fight for you. Do not ignore it, get your apology right for the first time and then control your narrative, don’t let the narrative control you!
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
She can be reached at: @shree_la on twitter
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