A brand crisis can have real long-term impact if not handled well. Often expensive apologies are necessary but not enough – empathetic communication and clear action to rectify the problem are required. Focusing on the roots of the brand and human, emotive communication can help a brand’s recovery efforts in the wake of a crisis.
Definition
A brand crisis is when something unexpected happens that threatens the brand’s perceived ability to deliver expected benefits or undermines the brand’s corporate reputation. A brand crisis can be caused by a wide variety of internal and external factors, or a combination of both. For...