It can be done: by acknowledging the issues of detractors, brand health and profitability can be transformed. For example, 4 years after 'Supersize Me', McDonald's recorded its best sales for 10 years last year.
Visits in the UK were up nearly 10m year-on-year, including 320,000 additional new customers. How? The restaurant chain embraced a more open approach, with commitments on food quality, food content and CSR.
It also successfully redesigned its stores and, crucially, adjusted its menu to provide more 'healthy' alternatives (such as porridge for breakfast, fruit and smoothies for kids, organic milk).
Detractors and negative word of mouth can have just as big a say in a brand's fortunes as any advocates, and marketers should start paying more attention.
