Questions

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?

How will your client communicate, with empathy, humility, responsibility, transparency, persistence and compassion to help those adversely affected? That type of focus can prove invaluable crisis communications and crisis management and reveal your client's business character.

It can help restore or rebuild trust, credibility and reputation capital and show wisdom in problem solving,


Answered 2 years ago

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