Brand Resilience Managing Risk and Recovery in a High Speed….pptx

Brand Resilience: Managing Risk and Recovery in a High Speed WorldChief Executives’ Roundtable SeriesLubbock, TexasWednesday, October 16, 2013Jonathan CopulskyDeloitte Consulting LLPBrand reputation is more precious and precarious than everTrue and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash – by disgruntled customers, competitors, even employeesWhat happens when brand value and brand fragility grow simultaneously?Heightened importance of brand trustworthinessWillingness to consider alternatives when brands prove unworthyBrand valueBrand fragilityCase in point: Tiger Woods 2009The seven publicly held companies that had sponsorship deals with Tiger Woods lost $12 billion in market value in the month after Woods’s mishap The PGA suffered a 50% decline in viewers during the time Woods was on leave from the TourGuerilla attacks come from all frontsInside Your BordersOutside Your BordersSuppliersBrand AmbassadorBrandReviewersFront-Line EmployeesCustomersFinance/PricingCompetitorsSenior ExecutivesLearning from the expertsLearning from the experts7 steps for managing brand risk and recovery7 steps for managing brand risk and recoveryAssess internal and external brand risksThe Enemy WithinBeyond your BordersProduct and service quality, functionality, and safetyCorporate social responsibilityLeaks of valuable and/or embarrassing informationEmployees behaving badlyBad product or service reviewsProblematic suppliers and partnersBrand licensing issuesCompetitorsCorporate gadflies and ideologues7 steps for managing brand risk and recoveryGalvanize your brand troopsDefine a clear “mission”Create a purposeful and sustained outreach programEnsure employee ownership of the mission7 steps for managing brand risk and recoveryDevelop and deploy your early warning systemsSentiment AnalysisSignal IntelligenceSphere of InfluencePersistence and Latency7 steps for managing brand