I conducted a piece of brand research a couple of years ago, which dared to raise a question few people in marketing ever ask; “are there any brands out there that you would refuse to buy, at any price?”

The answer, at the time, was an unqualified ‘yes’! It was remarkable how many markets and brands were deemed toxic by consumers, many of them in the services sector. These were spontaneous outpourings of rage – we just gave them time to get it out of their system. There were many numerous examples of poor, almost non-existent customer service, especially at those times when customers are most in need; when the technology goes wrong. Read more on The Opposite Of A Brand Advocate…