Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Brand Shake-Ups

What occurrences, behaviors, or acts of God cause a brand to go belly-up, and what will it take to return them to glory? Sadly, there is no set scientific formula for combating brand challenges. Some brands experience a major shake-up at a very high level; other slides are less dramatic—maybe only brand bumps—but both can have serious consequences that must be managed and worked through.

We can all recognize the obvious brand mishaps simply by watching the nightly news. These may be the result of many factors, including the following ones.

Accidents

The 2010 explosion at a BP oil rig and subsequent oil spill in the Gulf of Mexico will go down in history as one of the worst corporate accidents. But every day can bring unexpected ...