Tienes una marca que está en crisis. ¿Cuál es la mejor manera de gestionarlo?

When your brand's in crisis, think of yourself as a superhero with a wardrobe malfunction—time to don the cape and handle it with flair. Start by owning up to the blunder, like a cat confessing to knocking over the flower vase. Then, whip out your toolkit of transparency, empathy, and quick fixes. Remember, even Superman had his kryptonite moments. So, embrace the chaos, turn adversity into an epic comeback tale, and emerge stronger than ever, like a phoenix in designer shades.

This can be one of the most difficult things to live through as the steward of a brand. It can happen for a number of reasons to a misaligned quote or an employee that has ill intent. Backing away or dismissing the importance of the event won’t make it go away in most cases. Communication that is honest sincere and heartfelt is important. Taking stock of the damage and the short and long term impact is important. Then perseverance is an important key to success. In the midst of the storm it can be exhausting, but staying the course is critical to positive outcomes. Finally, community, most things are never solved by a single individual. Surrounding yourself with caring people who have skillsets and experience can help.

Toda crise é uma oportunidade para melhorar. Primeiramente é primordial assumir que há uma crise e definir um líder que conduzirá a gestão de crise. A partir daí compartilhar com todos a situação afim de colocá-los na mesma página. Avaliar: - Pilares atuais da marca; - Como a cultura organizacional pode estar relacionada com a crise, ou seja, ouvir os colaboradores; - Analisar a percepção dos clientes sobre a marca Estabelecer um plano de ação com processos definidos e governança, metas de curto prazo e táticas para alcançar a estratégia. O acompanhamento dos indicadores e a comunicação interna são essenciais.

If a brand is facing any crisis - This is the time for one to take a step back and conduct a deep analysis to understand the issues and their impacts. If the issues are superficial / short term, need to take corrective actions and implement them immediately. If the issues are deep/ internal/ the impact appears to be long term, then one should take help from experts, to rebuild the brand image/ positioning/ communication. Depending on extent of the damage, changing the brand ambassador cloud also be an option. Meanwhile, one should definitely acknowledge the crisis, explain it to the stakeholders and communicate the corrective measures being taken to manage the situation.

The first step to resolving a brand crisis, just like any other crisis in business or otherwise, is to identify the extent of that crisis and get to the bottom of the issue: what is the root cause of the problem? Is the issue stemming from a problem with the product itself? Or does it have to do with bad marketing or positioning of the brand? Is the issue related to the perception that the brand holds with its core set of target consumers? Or is it just bad PR? This identification sets the roadmap to crisis resolution.

A brand is all about reputation and values. Once accessed the crisis, brands need to show transparency and humility that it might have done wrong but even if not that it will go deep into the issue to understand the cause of the crisis itself. As word of mouth that doesn't come necessarily from owned channels but spread fast, the company, depending on the extent, should think of massive communication to make message clear and sincere. Owning the problem is as important as solving it, making sure market knows it won't happen again - externally and internally.

The second step in managing a brand crisis is prompt and honest communication with stakeholders. Acknowledge the crisis, apologize if needed, explain actions being taken, and maintain transparency. Use various channels like website, social media, press releases, and emails. Monitor feedback and address concerns promptly.

Unfortunately I've lived through this scenario a couple times and experienced both success and failure in performing CPR and bringing it back to life. It honestly depends on what kind of crisis you're in and having a clear assessment of what got you there. Next thing I did was carving out my plan based on that e.g. if it's a quality crisis that threatens to destroy your brand...get out in front of it, do your recall and fall on the sword and let your consumers know that you're going to fix it and compensate those that have been inconvenienced. Most consumers appreciate honesty and being made whole again after a bad experience.

In a crisis, prompt communication and honesty are key. To manage a brand crisis effectively, prioritize transparency, swift action, and sincere communication. Acknowledge the issue openly, take responsibility, and offer solutions or remedies.Use all available channels to reach stakeholders swiftly, and maintain open lines for questions and feedback. Consistency in messaging and a commitment to resolving the issue will help rebuild trust and mitigate further damage to the brand.

L’humain aide à donner un sens honnête et transparent à la situation. Que les collaborateurs, partenaires, et que la direction prennent la parole. Et expliquent. Avec des mots simples, la réalité de la situation. Le comment et le pourquoi. Et surtout, rassurer sur la suite : les moyens mis en œuvre. Les objectifs. Plus on est honnête et concret, plus rapide sera la résolution de la crise

Depending of the severity of the crisis, correction actions will apply. Either by a simple apology and reward or token of gratitude ( freebie) targeted to the impacted customer or an actual change in processes or policies internally to change the experience customers have with the brand going forward.

In managing a brand crisis, implement corrective actions aligned with brand values and stakeholder expectations. Address the root problem and prevent recurrence. Measure the impact and effectiveness of actions taken. Adjust products, services, processes, policies, or culture as needed. This ensures long-term resolution and restoration of stakeholder trust.

Don’t just talk, but walk the talk. Implement the necessary measures to fix the problem, prevent it from happening again, and restore normal operations. Show your customers that you care and that you value their feedback. Demonstrate your accountability and responsibility.

Crisis management requires brands to not only communicate effectively but also honestly. Sharing the real picture with stakeholders holder is important. Most importantly, understanding the crisis in totality and then taking corrective action to streamline systems and processes based on the learnings. For example- service oriented companies recieve backlash for bad customer service. They must fully understand the custome and their employees point of view. Resolve the crisis through communication via a single spokesperson by sharing concerted corrective action/ compensation. On the other hand for the long term success - training, evaluation and updation of system and process should be done from the learnings of the crisis management.

This is the final step to ensure the crisis is managed well. Once communication is complete with all stake holders, opinions seeked and decided upon the methodology, it's time for action. Depending upon the nature and scope of crisis, go full steam ahead and resolve crisis at the earliest. Change if needed, keeping the brand values intact. Reinforce and reestablish the brand values keeping all stake holders aligned with your goals. During the process do not forget to have feedbacks and re-eveluate whether the direction is right or wrong. If necessary, revisit your decisions and make slight changes if necessary so that the crisis is managed, in the end, very well.

Considero que en la actualidad esta etapa es fundamental de analizar y ejecutar. En el contexto que vivimos donde las marcas estan mas humanizadas, es esperable que pasen por situaciones de crisis. Lo que sera fuertemente analizado es como responda a la misma y si tendra la capacidad de reconocer su error, pedir disculpas y avanzar. Es clave en esta instancia el social listening y la gestion.

From my experience working in the China market, where "professional complaints" is a whole money- making industry, it's been best practice to show your customers how you've complied to relevant government policies, frequently update them on how you've taken steps curb the issues internally as well as show them any efforts to handle the negative PR on social and other digital media channels.

Para reconstruir la confianza no se debe caer en el error de tratar de "matar dos pájaros de un tiro" y pretender aprovechar para disfrazar promociones o descuentos como compensaciones por aquello que provocó la crisis. El consumidor lo va a notar y solo lograrás ahondar la crisis, y generar mayor rechazo hacia tu marca. Los manejos correctos también traen beneficios en el mediano plazo.

Rebuilding trust and loyalty post-crisis involves acknowledging mistakes, taking responsibility, and demonstrating commitment to change. Communicate openly and transparently, engaging with stakeholders to address concerns and rebuild relationships. Deliver on promises, prioritise customer satisfaction, and uphold ethical standards to regain confidence and loyalty. Implement long-term strategies focused on accountability, transparency, and continuous improvement to rebuild trust and ensure lasting loyalty.

Consider a commonly feared strategy of being honest and transparent! Part of what contributed to the crisis might have been an absence of such honesty and humility. Own up to what happened. While a strategy is best developed with and through expert help - delivering that message should come directly from the company, without trying to sugarcoat or gloss over what happened. Consumers are naturally skeptical, and that is particularly heightened in a crisis situation. The good news is that a crisis provides an opportunity to truly change the trajectory of a brand's connection and meaning with its customers. Good luck!

Learning from a brand crisis is vital. Analyzing its causes, consequences, and lessons is key. Aligning strategies with stakeholders' needs and innovating are crucial. Personally, during a project mishap, I learned the importance of proactive communication and adapting strategies to ensure client satisfaction and long-term success.

One thing I've found helpful is to conduct a post-crisis evaluation. This helps to identify areas of improvement in order to avoid a repeat of the same. It will also enable the brand to put in place protocols and processes to mitigate risk and emerge stronger overall.

Don’t let the crisis go to waste, but use it as a learning opportunity. Analyze the crisis, evaluate your response, and identify the lessons learned and the best practices to follow. Apply the insights gained from the crisis to improve your brand strategy, positioning, and reputation.

After those changes are implemented, make sure you continuously monitor the consumer response. Be agile, adapt your strategy as needed and be vigilant and on the lookout for any issues that might emerge as a consequence of the actions/changes. Once this entire cycle has been completed, make sure you document the whole process of evaluation and effectiveness of the changes implemented. If possible, quantify the impact. That will serve as a learning curve to prevent or address such crisis immediately in the future.

There is tremendous learning in the entire exercise and that learnings should be considered as lessons and opportunities to grow and not to commit the same mistakes that had created the crisis. Impose stringent checks and balances at every step which will ensure better control and governance while building the brand.

Entender que ha impactado a la marca Trazar el journey del cliente e identificar los pain points benchmarkear con otras marcas para contar con una visión mas amplia Diseñar un plan de ejecucion de un plan de acción con horizontes de tiempo con expectativas de tiempos

Crises are excellent opportunities for improvement. For example, due to COVID, video calls have become the norm. Where a lot of travel was previously required for meetings, often a video call now suffices. During a crisis, it's essential to analyze how it occurred and what needs to change for positive progression. Often, companies become oversaturated, leading to sluggishness and inefficiency. When finances become tight, there's a need to trim and assess what's truly necessary and what isn't, similar to pruning weak branches from a tree. Afterward, the branches which are left can become stronger.

Very interesting example of learning and adapting was KFC in UK, KFC faced a major chicken shortage due to supply chain issues. This meant empty shelves and disappointed customers, a massive blow for a fast-food chain built on fried chicken. Instead of shying away from the problem, KFC embraced a humorous approach. They launched a social media campaign acknowledging the shortage with self-deprecating jokes and witty content. They even temporarily changed their iconic logo to a bucket with just bones, poking fun at themselves. KFC's transparency and humor resonated well with the public. The crisis turned into a unique marketing opportunity, showing the brand's ability to laugh at itself and connect with customers on a deeper level.

A Brand in crisis was a thriving Brand before the crisis was instigated by wrong decisions on the best way to empower it in response to emerging market scenario. These decisions could be pertaining to product changes, pricing changes, communication changes, distribution changes, packaging changes, brand extensions, etc. A candid analysis of where things went wrong and identifying the cause of the crisis is the first step in overcoming the crisis. Thereafter honestly taking corrective actions must be initiated ASAP.

Absolutely, staying flexible and agile is crucial for a brand's success in a constantly evolving market and environment. Flexibility allows a brand to quickly adapt to changing consumer preferences, technological advancements, and competitive landscapes. By being agile, a brand can respond swiftly to market shifts, seize new opportunities, and mitigate risks. This adaptability enables brands to stay ahead of the curve, maintain relevance, and continue to meet the evolving needs of their customers. Embracing flexibility and agility as core principles empowers brands to thrive amidst uncertainty and navigate through dynamic business environments effectively.

Gone are the days when Brands have full control. Consumers and influencers and retailers all take part in what your brand stands for and how it shows up. Ensure you are in touch with this aspect of brand leadership or you will quickly be in a crisis you may not be able to control.

Lo más importante de la gestión de crisis, es la prevención. Pero si acontece algo imprevisible, lo importante es un protocolo de actuación inmediata con discurso claro y transparente. La gente necesita saber la verdad con claridad. Hay que tener además designados portavoces y un único discurso claro que se transmita a todas las audiencias.

Begin by assembling a crisis management team to ensure a coordinated response. Communicate internally first, ensuring your team is informed and aligned. Next, issue a public statement that acknowledges the situation and expresses commitment to resolution, targeting customers, investors, and partners. Offer transparent, timely updates as you investigate and address the issue. Engage in direct dialogue with affected parties, offering restitution or support as needed. Strengthen relationships with all stakeholders by involving them in recovery efforts, perhaps through advisory panels or feedback mechanisms. Showcase the corrective actions and improvements being made, emphasizing the lessons learned and how they contribute to a stronger brand.

Look at the Google results of your brand. Try to suppress some of the negative conversations and news with clever SEO and a social media campaign that builds trust in your brand. Combat the negative concerns without directly mentioning them. Incorporate FAQs and testimonials from reputable sources. Create positive blogs and news and promote those pages in social media to increase page views. Try to outrank the bad news and get champions to give you high star ratings and reviews and respond to detractors in social comments. Also consider adding a chatbot to your social media and website that greets the visitor with your positive message and builds brand ambassadors! Use social media listening tools to monitor the sentiment over time.

Long-term reputation management is crucial, along with supporting employee well-being. Assess social and environmental impacts, anticipate competitive responses, and implement strategies for sustainable recovery and rebuilding trust.