Brand Resilience: Managing Risk and Recovery in a High-Speed World by Jonathan R. Copulsky

Author:Jonathan R. Copulsky
Language: eng
Format: mobi
Publisher: St. Martin's Press
Published: 2011-05-09T14:00:00+00:00

NOT EVERYTHING YOU LEARN FROM LISTENING MATTERS—AND NOTHING YOU LEARN FROM LISTENING MATTERS IF YOU DON’T HAVE A PROCESS FOR TAKING ACTION

Whether you build, buy, rent, or cobble it together, you need some kind of early warning system to be an effective counterinsurgent. As you select the right approach for your brand, here are a couple of factors to consider:

Disambiguation challenges

The 1932 Time article on Romeike’s clipping service illustrates the disambiguation challenge perfectly:

The marking girls, who earn about $20 a week, are a liability until they have about two years’ experience. Even then they are not infallible. A client named Levy was sent dozens of clippings about a tax levy. The Country Gentleman received various references to country gentlemen. An olive growers’ association got clippings about the death of Film Actress Olive Thomas. A man who wanted all items on batteries had to weed through stories about arrests for assault and battery. Matters improved after the girls were paid a straight wage instead of piece work.40

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