@ We translated this post using google translator
Original article posted on the brandstory
The cheapest way to start a competitive struggle is to exploit the gap found or invented in the opponent's reputation wall.
That is, this is a complex of assessments, by which a decision is made, a recommendation is made, and events are predicted.
Otar, when he saw the parody, said: "On the face of a freak, a freak, but in general everything is perfect!"
And that, friends, we know that people move according to their character, upbringing. We predict and understand what the risks may be. Accordingly, we often work with the same performers. We use the same products. And this is not conservatism - it is reputation that influences these elections. We spend a lot of time building and learning new relationships and try to stay in a safe field, and the fear of possible losses and getting out of comfortable conditions only strengthens our decision.
BUT! To make it easier to introduce “your” product or “your” performer into an already occupied field by a potential competitor, they use a blow to reputation. Therefore, they find, invent, inflate the situation and work off reputation costs.
Let's imagine an office situation. By the way, if the field is in the close, trusting circle of the attacker, then there is no chance of defending against the unfolded covert campaign. The target does not know, cannot work out the situation. These are frequent micro wars between company employees.
Devil's Apology - God wrote both books of the covenant, only one side was heard.
And what if we go further and take politics as an example for a larger scope. There they can use special ordered articles, posters, banners with deliberately fictitious information and they usually call it "chernukha". Despite that this is an open lie - the blow to the reputation still goes away. The grain was sown, someone continued to relay what they saw. It is very easy to hit the reputation field, where the main task is to make you doubt your choice.
You can often hear from friends the usual assessment - these products are not the same. But you do not have the opportunity to object, since in the prior you cannot have your own expert analysis and assessment. Accordingly, the game goes into the stage of relaying, relying on Petrovich's opinion, you repeat that the dinosaur's teeth are already dull and it is not the same ...
Remember the many posts, articles and comments about the bloated iPhone and the equally immortal topic about the iPhone killer?
It's cheap to make a reputation hit, so even the lazy one uses it.
Of course, the natural desire not to overpay for a product or service moves us on a new path, so some part of those who have read it will definitely "lead" to this dirty trick.
And I think the problem is not that the attitude to the product or the company has been changed, but that you have essentially become a relay of the new information. And if the reputation case has not been worked out, then the broadcast of new information, assessments - opinions continues.
From time to time we fall into reputation traps, and the task changes from making a profit to restoring or strengthening our reputation. Tasks appear when the main goal is not to achieve a result, but to restore their reputation or the direct customer.
Traps are different. For example, for some reason, instead of cooperation, one of the representatives of the customer's side waters you "odorous" and the end of cooperation or the continuation of the contract in one way or another will cost reputational costs. Plus, you need to throw in the extra time spent on working out the question. And all because the "invitation" was on the field, which this representative was planning to take.
As a result, reputation is the most vulnerable point, which will definitely be hit
If you do not work according to your reputation and do not say good things about yourself, this does not mean that at that moment no one remembers you and does not give their assessment. Doesn't cut out some of the "context" and doesn't use it against you.
The only option is to reply, work with the review, show examples. In this case, excess modesty only hurts.
Someone may object to me - a strong reputation will easily stand up. But the goal is not to kill her (reputation), but to make her doubt, hurt hurt, lose her position and temporarily authority. Sometimes the goal is to buy time. The reputation will be restored, but how did you manage to take advantage of the gap in that short time?
Dmitry Telushko
A strong reputation for you and your brand