Client worries about the impact of this case on the product and on the larger portfolio that the brand represents. Our team wants to help client understand the potential business impact of this court case and suggest what client can do to mitigate any damage with consumers. We're trying to help them focus on: 1) What is our master-brand status looks like? Are we able to identify the impacted equity score and usage base of master-brand and damaged sub-brand separately? 2) To repair damaged brand image, are we able to identify is there any key imagery impacted? If yes, which are the key imageries we must maintain for the long-term brand strategy? Then which imageries should be re-communicated in priority? 3) How should we re-assure our core equity assets and brand offers with authenticity and transparency to consumers through a holistic communication strategy? 4) To reduce existing consumer turnover, are we able to identify our loyal consumers through crisis so that we can make a conscious effort to engage with them to repair the failing brand image? We hope to help client see that with a well-designed communication strategy along with empathetic, honest and efficient manner towards the crisis, recovery of imageries, equity score and sales will be seen over a longer review period. What do you think? Any thoughts?

This is obviously a very complex, detail-based case. Possibly involving legal ramifications.

I'm not sure you will find many experts or consultants willing to volunteer their time providing clarity or direction, in this case. I would recommend seeking two or three consultants and retaining their services.

There is obviously much more to this case - and many unanswered questions - in your written scenario. Any advisor would need several series of question and answer sessions to do their due diligence and give you actionable advice.

On the surface, however, nothing you stated appears to be a brand-ending problem. If Tylenol can recover from a tampering episode resulting in the deaths of those using their product, your client will be able to navigate this, as well.

All the best,

Answered 2 years ago

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