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Update.26.13 : A class-action lawsuit has been filed against A-B for allegedly watering-down its brews.
Third, a real conversation could have been the strategy.
Theres so much wrong with this story that I almost dont know where to begin.Mobs are easily provoked and manipulated, and they tend to represent nothing beyond their immediate need to be heard.Most brands still use the social web as a distribution platform for marketing, but events such as the Uprising of the Protectors of Makers Mark Alcohol Content suggest that theres a middle ground between inane branding and anonymous crowds: real conversation.So a nameless crowd emerges and disappears in an instant to tell a company what to do because, well, it can, and we celebrate it as a good thing?Conversely, it isnt hard to imagine that the entire shebang was a publicity stunt intended to generate attention for Makers Mark.I know its a glib feel-good to credit online crowds with the capacity to distill truth from fiction, and that they represent the interests of The Consumer generally, but neither trait has the faintest basis in reality.The event presents a textbook case for winning a battle (a weeks worth of publicity) while losing the war (the company just informed us its either sinister or stupid).Worse, if the companys original note is to be believed, it spent quite a lot of time and energy coming up with a sincere plan.Interesting that a class having experienced damages can be thereby defined (we didn't mastercard gift card nederland get our buzz?).The company backtracked three days later, thanked its followers for helping it see the error of its ways, and vowed to keep the Makers Mark recipe untouched.Wouldnt that have been the perfect content to pose to a community of real customers, friends, and family?
Makers Mark missed the mark on this one.
But when a bunch of anonymous people told Makers Mark and one another that they didnt like the idea, the company invested this mob with a greater authority than its own, and changed strategy.So it took a social media miracle to tell company chairman Bill Samuels that hed got it totally wrong?Watering-down a spirit sure sounds like a dumb idea.The leadership was truly clueless).We have no idea how many of them knew the alcohol change didnt affect the taste, or were even Makers Mark customers.Its notable that the company told its distributors that it was a plan, so there weren't watered-down bottles already for sale.I cant decide if that would be worse than the alternative (i.e.Second, enough already with the angry online mobs.




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