Damaged Brands Need Change
Even if a brand is not guilty of anything, the fact that perceptions about the brand, its reputation, and image are in question indicates that a transformation is needed. The degree of change warranted is unique to every brand turnaround situation. Some brands in trouble require only potent marketing, communication, and a name change, as was the case with ValuJet; others like Children’s Hospital of Orange County (CHOC), California, needed a complete brand overhaul, including significant transformations to its culture, leadership, finances, human resources, operations, and marketing.
ValuJet/AirTran Brand Turnaround Story
Founded in 1992, ValuJet was one of many low-cost carriers that thrived in the 1990s. On May 11, ...
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