Chapter 8Game Changer 5: Keep Improving
Bad things happen to good companies and to people every day. Whether it’s a mean-spirited attack on your data by hackers, which Sony PlayStation experienced, or complacency and economic factors like those experienced by the Ford Motor brand and Marks & Spencer, the U.K.-based retailer, these incidents negatively mark a brand. Sometimes the black eye fades away quickly, and other times it causes serious internal damage with consequences that may last for years. Fast or slow, though, brand bounce-back only happens with some changes for the better.
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