![]() ![]() In a widely shared 2005 op-ed published by the Wall Street Journal following the devastating Hurricane Katrina, the former chairman of General Electric presented his thought leadership memo about the five stages of a crisis. A critical management tool in every brand owners arsenal. It’s an online programme that walks you through, step-by-step, the process of giving your brand an audit. If you need to evaluate your brand’s vulnerabilities, weak points and areas in need of change then now is the time to use the Auditing Analysis Accelerator™. Experts agree, “The scale and duration of this impact depends on a number of factors, including a brand’s track record and established consumer goodwill, as well as how quickly brand custodians respond to the crisis.” Indeed, that behaviour becomes a benchmark for the brand as conversations in the public sphere revolve around the brand’s handling of the event.īecause every situation is different, it’s impossible to say how long after the initial crisis occurs that step 4 will begin. ![]() How a brand deals with a crisis during the short-term damage control step will have a lasting effect on its reputation in the long-term, where it matters most. Ultimately, every crisis has a resolution. Nevertheless, a brand audit followed by a refresh or re-branding may very well be in order at this critical moment.Īfter the Brand Crisis: Getting Back to Normal Step 4: Long-Term Brand DamageĪ crisis is a harsh teacher and requires cool heads to respond rationally to an irrational situation. Therefore, the task is to recover revenue, earn consumers’ trust, and deal with competitors in the right way.Ī silver lining comes from gaining positive lessons learned from a negative experience…it’s never more important than when one’s “dirty laundry” has been on display for all to observe.
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