PRESERVING YOUR BRAND IN A CRISIS

Companies thrust into the spotlight in a time of crisis commonly respond by avoiding the issue or limiting themselves to damage control. But the reality is that a crisis can taint a brand over the long term. Therefore, the underlying motivation should be to shore up, if not rebuild, the brand so it might emerge from the crisis stronger than before. s unit of The Minute Maid Co.Odwalla's approach took

Companies thrust into the spotlight in a time of crisis commonly respond by avoiding the issue or limiting themselves to damage control. But the reality is that a crisis can taint a brand over the long term. Therefore, the underlying motivation should be to shore up, if not rebuild, the brand so it might emerge from the crisis stronger than before.

Register to view the full article