All while marketers have been exploring and, to a certain extent, benefiting from well placed buzz marketing, they have also had to contend with those who simply hate their brand for one reason or another. Dubbed “determined detractors,” those who run these organized anti-brand efforts are just as passionate about destroying a brand as buzz marketers are about promoting the brand.
From ipodsdirtysecret to ihatestarbucks to Morgan Spurlock’s Supersize Me movie, The New York Times Reporter Nat Ives examines how these determined detractors have locked horns with brands and how at least one company, Buzz Metrics, is helping brands fight back.
