Why Consumers Love to Hate Their Favourite Brands

“People don’t boycott a brand because they don’t like its products – they boycott it because they don’t like the way it behaves.”

The rise of social media has not only changed the relationship between brands and consumers, but the way they react in a crisis – particularly brands that they feel passionate about. Explore the ‘Psychological Contract’ that brands have with consumers and how it dictates our expectations of how they should behave, with this video from Kate Hartley, author of Communicate in a Crisis.