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ECT News Community   »   E-Commerce Times Talkback   »   Re: How Microsoft, Lenovo and Clickfree Damage Their Collective Brand Experience



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What is a collective brand experience, and why is it so important for companies to understand and manage it correctly? It can't be ignored, because it will grow on its own and in harmful ways. However, most don't even understand the concept and are shooting themselves in the foot on a daily basis. Companies understand the brand. Even so, only some do a good job at building, nurturing and protecting their own brand. A collective brand experience goes beyond that. It can either build or break a brand.


This has been an age old problem . Let's add to the original issue of compatibility. From the factory, everything tests ok. Then after the products ship, each company issues automatic software or firmware updates, fixes. Now the incompatibilities begin. So now you call for customer service and each vendor blames the other. That's not all...now we have outsourced agents in India who are clueless how the 3 products work together. You get some doubletalk and no solution. You can hear them flipping through pages to find an answer which is not on the written page. These support agents are not local, had nothing to do with the design and creation of the products and a poorly trained. They do not take ownership of the problem. The only safe move is turn off all automatic updates, never allow changes to your system or products and it will work for a while. Need I say more?
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What was your initial reaction to news of the Colonial Pipeline cyberattack?
It demonstrates that all critical infrastructure sectors are at high risk of disruption by cybercriminals.
Everyone will be paying for this attack in the form of higher energy costs.
Governments need to work more closely with private industries to protect networks for the sake of public safety.
It's a global problem. An international alliance must be formed to hold the perpetrators accountable and prevent future attacks.