One of the main concerns that companies have with releasing their brand into the claws of comments and reviews and conversations is that most online banter and commenting includes some degree of crass.
Letting harsh/crass/contrary ideas into the fray means tarnishing a squeaky clean image..
I agree that it’s easier for Coors Light than for Target or Toyota, but I think that by planning for a response-to-dirty in the initial strategic approach, we can come closer to staying on the rails. Brands can no longer rely on their corporate voice for every situation. It’s time to develop a vocabulary around conflict, dissonance, complaint, apathy, and anger. Because now banter is brand.
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