Consumers can now tell brands what they think of them on Brandkarma, a brand-centric social media platform launched by Publicis Mojo’s Craig Davis. Brandkarma exists to connect valuable information on brand behavior so people can easily evaluate and rate them “to help everyone make better brand choices and influence brand behavior for good.”
By relying on the opinions and actions of its users to rate how well brands are performing, the end goal is to make brand owners more accountable to all facets of the supply chain from investors, customers, and the planet. Site features include news feeds of articles mentioning the brand and a comparison chart ranking the brand’s environmental consciousness and perspectives from customers, employees, suppliers, and investors.
On the site, every action a user takes (adding opinions, friending others) is referred to as a “doo”, which is visually represented by “karma flowers”. The top 50 opinion leaders have heavily engaged with the site and traveled up the “doo” ranks, looking to give a holistic view of brands they both hate and love.