“Brand crises can now happen in unexpected places,” observed Randall Ringer, managing partner and co-founder of Verse Group. He moderated an AMA/American Marketing Association panel about preventing and reversing brand crises on Thursday in New York.
Panelists included Kirk Stewart, executive vice president at APCO Worldwide; Jenny Dervin, director of corporate communications at JetBlue Airways; and Erich Joachimsthaler, founder and managing partner at Vivaldi Partners.
They all agreed that these days it is not a matter of whether a brand crisis may happen, but when. The “unexpected” places can also include customer critiques on Twitter along with negative media reactions to brand logo changes.
Stewart outlined ten principles of brand crisis management and noted, “These may seem obvious, but companies often lose sight of simple rules when they are under attack.” He used BP as an example of what not to do.