Branding For Dummies, 2nd Edition

Chapter 18

Taking Action When Bad Things Happen to Good Brands

In This Chapter

Watching for brand-damaging landmines

Preparing for the worst, just in case

Sometimes brands make news for the worst reasons. In spite of great planning and a million good intentions, brands can run into trouble due to anything from bad decisions to bad management to bad luck. When they do, the situation requires action, ASAP. The alternative — waiting around while you try to wish the problem away — is a formula for a public relations disaster. This chapter is about righting wrongs, should they happen. It’s also about steering clear of the biggest brand-eroding problems brand-owners encounter.

If all goes well, you’ll follow the crisis-preemption steps and never need to implement the crisis-management advice in this chapter. But be read just in case. Your preparation and ability to respond promptly could be the key to rescuing your brand’s reputation and equity.

Caution Ahead: Avoiding Brand-Equity Landmines

Beware. Most brand-damaging events fall into one of these categories:

• A lapse in social responsibility: For example, think of the apparel brands that have been tainted by news coverage of unsafe working conditions in manufacturing facilities. Other social-responsibility lapses result from worker ...