Comments on: How Brands Are Vulnerable on the Internet http://www.electronicretailerblog.com/2008/08/how-brands-are-vulnerable-on-the-internet/ A place for interaction and debate on today's multichannel marketing and advertising issues Fri, 10 Sep 2010 06:52:08 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Rick Petry http://www.electronicretailerblog.com/2008/08/how-brands-are-vulnerable-on-the-internet/comment-page-1/#comment-1044 Rick Petry Wed, 13 Aug 2008 10:17:07 +0000 http://www.electronicretailerblog.com/branding/how-brands-are-vulnerable-on-the-internet/#comment-1044 Kevin: Terrific introduction to the issue. It seems like a good many in the industry are looking for ways to sell products through social networking and the like (say a more offensive posture) versus defending their brand equity and staving off erosion due to some of the underhanded marketplace tactics you outline. How do you see balancing the need for transparency when managing your brand equity, particularly in light of the cynical view the younger generation maintains towards advertising/marketing, with the fact that anyone else in the ether (competitor, counterfeiter, gadfly on a mission) has the potential to torpedo you and your brand? Kevin:

Terrific introduction to the issue. It seems like a good many in the industry are looking for ways to sell products through social networking and the like (say a more offensive posture) versus defending their brand equity and staving off erosion due to some of the underhanded marketplace tactics you outline. How do you see balancing the need for transparency when managing your brand equity, particularly in light of the cynical view the younger generation maintains towards advertising/marketing, with the fact that anyone else in the ether (competitor, counterfeiter, gadfly on a mission) has the potential to torpedo you and your brand?

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