In 2012, with cable-TV news producers and social media instigators constantly on the prowl for new controversies to inflame, itâ??s never been easier for a discontented group to launch a boycott of a brand and to recruit like-minded consumers. Yet, despite the wishes of marketing advisers everywhere, big brands are enraging consumers left and right. The website Ethical Consumer lists dozens of active boycotts targeting the likes of Adidas (ADS), Bacardi, Barclays (BCS), Burberry (BRBY), Caterpillar (CAT), Estée Lauder (EL), H&M (HMB), and on and on.
If thereâ??s any solace to shareholders, in the endless push-and-pull between company critics and corporate defenders, the media environment seems lately to have handed an unlikely advantage to brands.
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