Ben Brugler: I’ve Ben Thinking...

I'm often asked by clients what my take is on responding to competitors' claims. Over the years I've seen just how low the competition will go to discredit another company. And no matter the claim, my response has always been the same - take the high road.

This logic is based on the fact that so many of our clients have strong relationships with their customers and are so engaged that when there are ripples they are able to deal with them immediately. But that aside, we consult our clients on the importance of being prepared and not letting someone else tell your story.

 

As part of that strategy we typically recommend clients avoid a 'he said/she said' - and all the negative publicity that can go with it. Think about it like this - back during your playground days, if another kid called you a name ("You're a doo-doo head!"), then you rebutted ("Oh yea, well you eat your boogers!") chances are the teacher would turn around just in time to hear / see you hurling the insult. Meaning, you were the one who got sent home with a note. And lost TV privileges (did this happen to anyone else, or just me?).

 

A recent example: Over the Fourth of July weekend I took my daughter to the playground. While there a little boy came up and was playing next to her. She said to him "this is my favorite playground; I'm going swimming today too". The boy turned to her and said "I don't like you right now and don't want to hear it." (a charming little boy....).

 

My daughter, unaware I was within earshot and watching this unfold looked stunned for a moment then said 'well, I just wanted to tell you that' and walked away. I of course praised her for turning the other cheek, but what she and even I didn't realize is that another parent was watching and came over and congratulated her on such good behavior (essentially upholding her brand as well as the reputation of the parent company).

 

So the lesson from the playground - if other people want to act like asses, let them. Chances are they're just trying to recruit new members.

7/7/2010 8:18:54 AM