Is It Serious & How To Handle It By Dean Crutchfield

BRAND

JACKING Dean  Crutchfield    

Today A successful brand is not just about its power in the market, it’s about responsibility in our community and society. Brand jacking is a barometer of that responsibility or lack there of as was demonstrated by Greenpeace’s imaginative, ambitious, audacious brand jacking campaign sundering Lego’s long-standing relationship with Shell.

Dean Crutchfield Dean Crutchfield Associates

Brand jacking is perfect for the digital age because consumers want to connect and want that connection to be intense and to move them. When brand jackers push hard enough they evidently can get someplace. As for the future, social media players are turning to a pay for play model working closely with advertisers so there will be acute pressure to ensure there is no fake paid advertising with the threat of revenue being lost. Omnicom has recently undertaken a $230M mobile marketing partnership with Twitter who will be held accountable. Is this enough to stop brand jacking or is there emerging trouble in the future where we can expect to see more brand jacking that’s well funded? And are brands in the spot light worried that this trendy new technique of activist brand jacking will sow instability?

Dean Crutchfield

We’re in a copycat society where Twitter and Facebook are a petri dish for brand jacking. It’s difficult for brands to control the fall out and one big question remains, what happens when you’re brand jacked? Customers take fright, brand jackers gain ground, revenue and credibility are lost and the brand collapses to demands.

Dean Crutchfield

Dean Crutchfield

There’s nothing more valuable to a business than its reputation and the ability to secure it so the last point jangles nerves for most big brands because it’s typically a burning platform. Plus they’re scared of becoming embroiled in the enmities because the brand is not entitled to its own facts the detractor is.

Dean Crutchfield

There’s nothing more valuable to a business than its reputation and the ability to secure it so the last point jangles nerves for most big brands because it’s typically a burning platform. Plus they’re scared of becoming embroiled in the enmities because the brand is not entitled to its own facts the detractor is.

Dean Crutchfield

Brands are supposed to be a promise to consumers and an insurance policy against difficulties so when brand jacked they need to find a tone between adamantine rebut and abject prostration, one that bolsters the brands sincerity rather than forfeiting it. The truth has consequences and with brand jacking there are two things for certain: you don’t make peace with your friends and brand jacking’s got legs and those legs dance.

What Dean Crutchfield Delivers Achieving growth

For ambitious leaders who are driven to grow fast

Creating new business Orchestrating and activating accelerated outreach programs

Building efficiencies

Optimizing assets and rapidly sourcing the best talent for the business

Improving margins

Rallying teams behind the brand and go-to-market strategy

Boosting win rates

Delivering your best case and winning face forward Dean Crutchfield

Working with Dean Crutchfield

Catalyzing top line growth for clients is what Dean thrives on: delivering your best case and winning

face, encouraging your people to move the needle north and sharpen the product offering. Dean

achieves growth for clients by tailoring brand-led techniques that are uniquely participant centered.

Dean guarantee results. Whether it’s a better pitch, winning new mandates, a better team or more fees, you will find our fee in your business within weeks.

Dean’s programs have been thoroughly tested and

proven with start-ups and the world’s greatest brands, uniquely adding immediate value.

When you hire Dean, you get results. If you have

the right people attend the sessions and complete all of your committed decisions and pilot initiatives

and are still not satisfied or seeing results by the agreed time frame, we will coach and advise you

free until you do! Dean Crutchfield

Global Client Experience

Aviva* BP BT*

BSkyB* Camper & Nicholson Carter’s Cellcom* CITI Comcast General Electric Kraft Fila Frito-Lay Littlewood’s* McDonald’s M50

McKinsey Metsä Serla* Nomura* PepsiCo PG&E Pitney Bowes RBS* Scanfinest* Shell Smirnoff Staples Sunglass Hut Target Tower of London* Warburg Pincus Weil Gotshall Dean Crutchfield

“Dean always cuts to the core of what needs to be done and said. He helps bring clarity and provides value by being an outsider with no agenda, so he can help you stand back and see things from different perspectives.” “Dean helped us think through solutions and then form the best way to present those solutions in a persuasive and compelling way.” *References upon request

* Overseas Project  

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Dean Crutchfield