Brand Vandals explores the dirtiest corner of brands’ audiences – the people who are mobilising themselves to cause reputational damage in a war on the organisations that they dislike. The Internet allows them to wreak havoc, but it also forces a level of engagement and dialogue that organisations, public and private, have never had to contemplate before. Engagement isn't an option – it's a necessity. Brands are going to have to get to grips with media change, audience engagement and more agile communications. However they’re going to need to be well prepared for the vandals too, with a smart approach to not only dealing with the threat of their deadliest reputation enemies, but turning their criticism and attempts at image sabotage into a positive. The book by Steve Earl and Stephen Waddington is set to be published by Bloomsbury in October 2014.

2. “If you have any interest whatsoever in brand
reputation, and the vandals who threaten it,
beg, borrow or steal this book.
It should be your public relations bible.”
Francis Ingham – Director General, PRCA and
Executive Director, ICCO

3. "The world is increasingly activist and atomised. Trust is both complex and
fragile. Brands are are at risk like never before. There is a Tahrir Square moment
waiting to happen for a business or a brand. Brand Vandals grapples with these
new truths and tries to make sense of it all… suggesting what might in fact be
done."
Robert Phillips - Head of Chambers, Jericho Chambers and Honorary Visiting
Professor of Public Relations, Faculty of Management, Cass Business School
"An uncontrolled Internet firestorm can destroy a brand’s reputation in days.
This book will give communications teams a fascinating insight in how online
attacks – warranted or unfounded – can best be managed."
Jonathan Prynn – Consumer Business Editor, The Evening Standard
“With their follow up to Brand Anarchy, Stephen Waddington and Steve Earl
once again provide sound advice in Brand Vandals about what can happen to
your brand, due to social media and exactly what to do. This sort of advice
would normally cost thousands, and they have also included multiple real-world
examples of brand vandals at work. If you work in marketing, public relations
or as an executive, this book is required reading.”
Andrew Grill – CEO, Kred and leading social business blogger

4. #brandanarchy- and now
#brandvandals
The story so far…
@wadds
@mynameisearl
@bloomsburybooks
For review copies- tweet
@sophiablackwell
www.bloomsburybooks.com

5. When #brandanarchy came out, the two
questions we were asked most often were:
- How bad can it get?
- What can I do about it?
#brandvandals is our response to these
questions, helping you to understand your
audience and protect your brand’s identity.
This book will also show you how to get your
organisation battle-ready in just 90 days.

6. The writing is on the wall.
And it’s likely to be a Facebook wall.
Your brand has to get to grips with
media change.
#brandvandals

7. Who are the
#brandvandals?
#brandvandals

8. Media has changed a lot in the past 60
years.
Communication between an
organisation and its audiences can no
longer be one-way.
(It never should have been,
but it definitely isn’t now).
#brandvandals

9. Brand Vandals explores the dirtiest
corners of brands’ audiences:
…the people who are mobilising
themselves to cause reputational
damage to organisations they dislike.
#brandvandals

10. Anyone can be a brand vandal.
Consumers have always shared
their views of organisations.
But now these views are public.
#brandvandals

11. Brand vandals aren’t just members of
your external audience.
Sometimes they’re employees.
A lack of robust processes in an
organisation can endanger it.
#brandvandals

12. Brand vandals have the opportunity to wreak
havoc with an organisation’s reputation..
Once a message hits a network any notion of
control is immediately lost.
#brandvandals

13. Tackling the
#brandvandals
This book will teach you
how to…
#brandvandals

14. Develop an early-warning system
• Have bigger eyes, and even bigger ears
• No right or wrong answer- some brands
respond with oversensitivity, some bravado
• No two situations are totally alike
• Judgement and data need to be baked into
the response process before it’s necessary
• Digital content leaves a trail, so while
there’s a lot of information generated, you
know what you’re dealing with
• Monitoring systems help sort this content
#brandvandals

15. When responding to an online attack
• Be agile and ingenious
• Know what the process is for response-
who in your team is meant to be doing
what
• Treat it as a science, not an art- but
remember there’s still room for instinct and
creativity
• Analyse your response afterwards- what
went well, what might have been better?-
otherwise you won’t learn from it
#brandvandals

16. Build a reputational shield
• Engaging your audience and setting
reasonable expectations with them goes a
long way towards protecting your brand.
• Just because there are a lot of people
following or using your brand, doesn’t mean
their support is passionate or consistent.
• They’re like an army of volunteers- they
support you, but when it suits them.
• Finally, it’s a relationship like any other-
invest in it.
#brandvandals

17. Keep your reputational shield
polished.
Make it harder for mud to
stick.
#brandvandals

18. Turn a negative into a positive
• Use the truth. If you’re in the right, you’re
already coming from a strong position.
• If part of their attack is true, you need to
evaluate the situation on its own merits or
drawbacks.
• The bottom line is, transparency pays.
• The important thing is not to take the bait-
and that your audience must always be at
the epicentre of your actions.
#brandvandals

19. #brandvandals
Get your communications right first time
• You need a team, but one person has to be
given the responsibility of handling a crisis
• Take the time to get to know your advocates
• Tell authentic stories and generate real
conversations
• Be prepared, and you can stand tall rather
than looking over your shoulder

20. www.bloomsburybooks.com
• Coming in October 2013
• Brand Anarchy currently available
• Read the endorsements for Brand
Anarchy and Brand Vandals
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