Brand Resilience: Managing Risk and Recovery in a High Speed World Jonathan Copulsky Deloitte...

Brand Resilience: Managing Risk and Recovery in a High Speed World

Jonathan CopulskyDeloitte Consulting LLP

Chief Executives’ Roundtable Series

Lubbock, Texas

Wednesday, October 16, 2013

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Brand reputation is more precious and precarious than ever

True 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 employees


What happens when brand value and brand fragility grow simultaneously?

Bra

nd

val

ue

Brand fragility

Heightened importance of

brand trustworthiness

Willingness to consider

alternatives when brands

prove unworthy


Case in point: Tiger Woods 2009

The 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 Tour

http://www.google.com/imgres?imgurl=http://www.cracked.com/blog/wp-content/uploads/2009/10/tiger-woods3.jpg&imgrefurl=http://www.cracked.com/blog/tiger-woods-wins-nobel-prize-for-golf/&h=301&w=299&sz=24&tbnid=Q_FC5DuANQwOmM:&tbnh=91&tbnw=90&zoom=1&docid=uwLCVPoYk7kR9M&hl=en&sa=X&ei=kC_HTp3vD4itgwfQ0ZBL&sqi=2&ved=0CGgQ9QEwCw


Guerilla attacks come from all fronts

Inside Your Borders Outside Your Borders

Customers

Competitors

Suppliers

Reviewers

Brand

Front-Line Employees

Senior Executives

Brand Ambassador

Finance/Pricing


Learning from the experts


7 steps for managing brand risk and recovery

Plan

Prepare

Execute



The Enemy Within

Product and service quality, functionality, and safety

Corporate social responsibility

Leaks of valuable and/or embarrassing information

Employees behaving badly

Beyond your Borders

Bad product or service reviews

Problematic suppliers and partners

Brand licensing issues Competitors Corporate gadflies and

ideologues

1. Assess internal and external brand risks


Define a clear “mission”

Create a purposeful and sustained outreach program

Ensure employee ownership of the mission

2. Galvanize your brand troops



Sentiment Analysis

Persistence and Latency

Signal Intelligence

3. Develop and deploy your early warning systems


Sphere of Influence


Fire Drills

Action Triggers

Response Vehicles

Damage Assessment

Strategies for the Three R’s*

Roles and Responsibilities

Brand Shock Occurs

* Repentance, Remediation, Rectification

4. Prepare to repel the inevitable attacks



Brand Defense

2. Describe what happened

3. Assign investigative team

4. Focus on cause and prevention, not blame

6. Assign ownership

7. Track progress

8. Review incident log regularly

1. Log incident

5. Formulate recommendation(s)

5. Learn and adapt



“How am I doing?” “CompStat”

6. Measure and track brand value and impact


Voice of customer

data

Social listening

Systematic brand value

tracking

Brand part of integrated

risk management

Brand Resilience Measurement Journey


Build a plan for gaining popular support into your brand resilience program

Make efforts to systematically identify brand advocates and allies

Pay particular attention to grievances your brand advocates have

Be prepared to use advocates to help respond to brand shocks

7. Cultivate your brand ambassadors before your next brand meltdown



Assess (Internal + External) Brand Risks

2 Galvanize Your Brand Troops

3Develop (And Deploy) Your Early Warning Systems

(Prepare to) Repel (The Inevitable) Attacks4

5 Learn and Adapt

6 Measure and Track Brand Value and Impact

7Cultivate Your Brand Ambassadors Before Your Next Brand Meltdown

1



Contact information

Jonathan CopulskyDeloitte Consulting [email protected]

@jcopulsky

wwww.brandresilience.com

mailto:[email protected]


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