Keep Your Eye on Your Customer

How does a brand win a group of consumers and stay relevant? In times of crisis, how does it show sincere compassion and empathy to the consumer, project to its stockholders an attitude of confidence and calm, and, at the same time, avoid spoon-feeding potential plaintiffs’ attorneys (who might sue the brand on behalf of injured clients for more money than most people can imagine)?

Audiences, adversaries, consumers, and influencers often have very competing agendas and needs. What’s important to one party doesn’t even earn a small blip on someone else’s radar screen.

These are things that brands in recovery need to do:

Accept the fact that being loved by everyone means that you stand for nothing. Everyone is not ...

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