FIR Interview – Pete Blackshaw, Nielsen BuzzMetrics: August 8, 2007

In this age of transparency, it’s harder than ever for brands to defend themselves. What companies can do is employ defensive branding techniques to defend and protect themselves in times of crisis.

As a prelude to Defensive Branding 101: Troubleshooting Your Brand in the Age of Consumer Control, a free webinar from Nielsen BuzzMetrics on August 10, Neville Hobson and Shel Holtz talked with Pete Blackshaw about defensive branding: what it is, what it means to companies and how to use it. Companies discussed or mentioned in the conversation were Comcast, Toyota, Gerber, General Motors, Dell Computer, and Dole.

About our Conversation Partner

Pete BlackshawPete Blackshaw is chief marketing officer of Nielsen BuzzMetrics. A former interactive marketing leader at P&G and founder of consumer feedback portal, Pete co-founded the Word-of-Mouth Marketing Association (WOMMA).

He is a frequent speaker at interactive marketing industry events, serves as Ad-Tech advisory board member, and authors several blogs including

Pete will be starting a new consulting group within BuzzMetric’s new parent, Nielsen Online.

Nielsen BuzzMetrics is the global measurement standard in consumer-generated media. BuzzMetrics helps promote and protect brands by measuring CGM and listening attentively to the online “buzz.”

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Podsafe intro music – On A Podcast Intrumental Mix (MP3, 5Mb) by Cruisebox.

(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.