This presentation gives details about the origins of online anti-brand activities. It talks about the changes from the pre-industrialization era to the present era of social media and consumer interaction..

1. Why do we
HATE
corporations?
Consumer Exit & Voice!

2. Let’s go back!
Pre-industrialization buying was a
negotiation between local craftsman
and the buyer

3. But then…
Industrialization happened!
Man invented the machine and
figured out a way to do more things
quickly
Relationship between buyer and
manufacturer became more and more
anonymous with the manufacturer dictating
prices, places and mode of selling.

4. Mass produced goods
had to be SOLD
But How

5. This brought the concept of
Advertising!
Marketers
became
cultural
authorities

6. But Consumers were NOT satisfied
There was an
emerging counter
capitalist movement
Marketers had to do
something
So they decided to…

7. Study the consumer!
This made market
research a viable
industry
And Consumer
Behavior an academic
discipline

8. But yet again…
The Profit motive!

9. Boohoo! said the consumer
There came the Internet

10. Consumers could now Speak!
Physical and
psychological
costs of
consumer voice
to dissatisfaction
became low

11. The Power dynamics changed!
Consumer
had
greater
power

12. Social Media provided the
power to…
Build Communities of
Such People or
Anti-Brand Communities

13. Every unhappy customer/employee due
to poor
1. Environmental practices (Nestle Green peace)
2. Social practices (Nike sweat shop)
3. Product/service experience (UPS - handling)
Was venting out!

14. And thus comes
the HATE in
public domain…

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www.domainofhope.com