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What Does It Take To Control A Brand Crisis Today?

As marketers, we want to control everything. We spend hours developing products, crafting brand stories and

understanding our audience. So when our marketing plans don’t unfold perfectly, it hits us hard, especially

when an unplanned incident comes from social media.

On an average day, we see brands get dragged and dissected publicly, as consumers hijack their message,

image or reputation. The examples seem familiar:

• A restaurant chain’s food-borne illness quickly erodes customer loyalty, not just for a brief time in a local

market, but across the country and soon the world.

• An NGO that seeks attention for its cause unfairly takes on a company’s business practices and doesn’t

back down after months of bad word-of-mouth ensued.

• A poor service incident occurs at a beloved brand’s store and the he-said-she-said battle is captured on

video and shared with the world.

Conventional wisdom in the social-sharing era has been to take a moment and assess the situation. Perhaps

the issue will die down quickly or even self-correct. Sometimes brand-loyal consumers will jump to the

brand’s defense, or perhaps the problem will burn itself out in a few days. This strategy isn’t always wrong

because some do subside quickly, but doing nothing is never a good idea.

Assess The Situation

Brands need to stay engaged and react fairly, in a human way. Consumers expect good citizenship from

companies and want brands to do what’s right. Additionally, the internet community, media and consumers

today have a long memory. Once trust is broken, it takes many times the effort (and budget) to restore and

rebuild it. The phrase “once bitten, twice shy” really does apply here for consumers.

Many in brand management fear to engage too early because they feel it will spark more outrage. That’s

simply not true. When the internet is on fire and your brand’s story is the fuel, marketers must not dig their

head in the sand. Today’s best practice is: Respond early, respond often. Be truthful, even if it means you say

you don’t know yet. A statement like

...