Episode Details
Back to EpisodesEP11 Rebuilding a brand after a crisis: navigating the minefield with brand and marketing expert Kathy Leech.
Description
History is rife with examples of companies that have suffered major crises. But how do you recover your brand in the aftermath of a major incident or reputation issue? Does advertising work? Should you apologize? How do you gain insight into public perception of your brand?
We discuss all of these issues with the brilliant Kathy Leech, an accomplished brand and marketing expert. Kathy worked with energy company bp during the 2010 Gulf oil spill incident, later managed the corporate brand for Comcast, and now runs a consultancy - Brand Insights - working with companies to uncover insights and develop them into practical marketing plans.
Of course no discussion of brand today would be complete without discussing Bud Light and its recent misstep with transgender activist Dylan Mulvaney. Kathy offers her take on the issue from a brand perspective and shares some thoughts on how a company can regain traction with its stakeholders after an incident that negatively impacts the brand.
We'd love to hear from you. Email the show at Tom@leadinginacrisis.com.