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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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11

Protecting Your Brand

A brand is a promise. It is not tangible. It is more than your reputation, which by definition exists in the past tense. A brand is a reminder of the past, but it is also a promise for the future. It exists only in the minds of your publics. And yet, it is one of your most valuable assets. In fact, the brand is everything. Thus, in a crisis, you need to respect and protect the promise of the brand at all costs.

Coke, Apple, McDonald’s—they all have brands. The hundreds of millions of dollars these companies spend on advertising are to advertise their brand.

If you enjoy drinking Coke (or Diet Coke), you expect that every single time you pop open the top of a can and take that first sip, it will taste just the way it ...

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