Brand crisis and brand remodeling specification manuals (2)

Specifications Manual: volume 1 volume 2 volume III of the fourth book

Keyword: brand crisis reshaping specification manual brand brand brand management

The world brand laboratory (brand.) Roundup:

II. corporate scandal after brands should start from the frank and honest

Corporate scandals, the Manager if you recognize the problem, and initiate advocacy program to repair damage to the reputation of the company, to seize the opportunity to rebrand or company image now, scandal was attacked at each enterprise. Martha · Stuart company, KPMG accounting firm, Weldon trust insurance brokerage companies, as well as painkillers Con-way and got into trouble by drug companies Merck, has recently faced challenges that need to rebuild the reputation of the company.

The world brand laboratory (brand.) Opinion: according to the characteristics of the scandal, a company can take a evolutionary and stable means to fix its brand, you can also quickly through a "silver bullet" measures to deal with.

And the New York State Attorney General Eliot · history of Erwin Spitzer (Elliot Spitzer) conflicts afterwards, Weldon letter company is taking prompt, cleaning-rebuilds its corporate image. In January 2005, the company agreed to pay $ 8.5 to address against its will insurance companies recommend to customers when allegations of kickbacks. At the same time, the company has appointed former Prosecutor-Croll survey company in charge of Archer · Michelle Caskey do CEO. Winchell Caskey is currently working on company restructuring and reduction of insurance business and fostering other branches, such as Mercer Consulting and research firm CROLL. Bruce Boucher · Bligh was located in Atlanta's crisis management international company's Chief Executive Officer, he said: "If you introduce a bit with the image of the ' honest ' faces, and send information that is ' we now have a new management. We are a new company. ’”

Kaan the Johnson Corporation for abuse of hydroxy phenyl acetamide event of rapid response, as a public statement is not responsible for the company issue blamed the "gold standard". "Johnson stood up and said ' it cares for its customers '. That's what you need to do. You cannot be excused for thinking. To emphasize the value of the company is critical. ”

Therefore, Kahn say Merck may opt-out in the mass media on Con-way interpreted and replaced by publicity to the doctors, for doctors prescription drug marketing of intermediation. She commented that, when people question the safety of hormone replacement therapy, Whitworth companies focus on promoting hormones in the doctor instead of therapy. "On the brand of the good news is that people know who you are, and the bad side is that once something amiss, everyone will know. ”

Kahn pointed out in 1994 Pentium chip was ignored during manufacturing a slight miscalculations, but sparked widespread attention after. However, if the Intel (Intel) company in chip branding does not have access to such a huge success, the focus will be much less.