Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Think Before You Speak

As soon as the brand is shaken—before a word is spoken—it’s essential to get a handle on the event and take an inventory of the situation. Making a statement without knowing all the facts—especially at a major public relations event—is a dangerous and risky move. It took some time, but then president George W. Bush and his administration learned this lesson the hard way: Standing on the deck of the USS Abraham Lincoln wearing a green flight suit and holding a white helmet, in front of a massive banner reading “Mission Accomplished,” Bush told the world that “Major combat operations in Iraq have ended. In the Battle of Iraq, the United States and our allies have prevailed. And now our coalition is engaged in securing and ...