Transcript Brand Resilience Managing Risk and

Brand Resilience: Managing Risk and
Recovery in a High Speed World
Chief Executives’ Roundtable Series
Lubbock, Texas
Wednesday, October 16, 2013
Jonathan Copulsky
Deloitte Consulting LLP
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
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Brand value
What happens when brand value and brand fragility grow
simultaneously?
Heightened
importance of
brand
trustworthiness
Brand fragility
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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
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Guerilla attacks come from all fronts
Inside Your Borders
Outside Your Borders
Brand Ambassador
Suppliers
Front-Line
Employees
Reviewers
Brand
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Finance/Pricing
Customers
Senior Executives
Competitors
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Learning from the experts
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Learning from the experts
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7 steps for managing brand risk and recovery
Execute
Prepare
Plan
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7 steps for managing brand risk and recovery
1.
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Assess internal and external brand risks
The Enemy Within
Beyond your Borders
 Product and service quality,
functionality, and safety
 Corporate social
responsibility
 Leaks of valuable and/or
embarrassing information
 Employees behaving badly
 Bad product or service
reviews
 Problematic suppliers and
partners
 Brand licensing issues
 Competitors
 Corporate gadflies and
ideologues
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7 steps for managing brand risk and recovery
2.
Galvanize your brand troops
Define a clear “mission”
Create a purposeful and sustained outreach program
Ensure employee ownership of the mission
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7 steps for managing brand risk and recovery
3.
Develop and deploy your early warning systems
Sentiment
Analysis
Signal
Intelligence
Sphere of
Influence
Persistence
and Latency
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7 steps for managing brand risk and recovery
4.
Prepare to repel the inevitable attacks
Fire Drills
Roles and
Responsibilities
Action Triggers
Brand
Shock
Occurs
Strategies for
the Three R’s*
* Repentance, Remediation,
Rectification
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Response
Vehicles
Damage
Assessment
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7 steps for managing brand risk and recovery
5.
Learn and adapt
1. Log incident
2. Describe what
happened
8. Review incident
log regularly
7. Track progress
Brand
Defense
3. Assign
investigative team
4. Focus on cause and
prevention, not blame
6. Assign ownership
5. Formulate
recommendation(s)
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7 steps for managing brand risk and recovery
6.
Measure and track brand value and impact
Brand Resilience Measurement Journey
Voice of
customer
data
“How am I
doing?”
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Social
listening
Systematic
brand value
tracking
Brand part of
integrated
risk
management
“CompStat”
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7 steps for managing brand risk and recovery
7.
Cultivate your brand ambassadors before your next
brand meltdown
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
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7 steps for managing brand risk and recovery
1
Assess (Internal + External) Brand Risks
2
Galvanize Your Brand Troops
Develop (And Deploy) Your Early Warning
Systems
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4
(Prepare to) Repel (The Inevitable) Attacks
Learn and Adapt
5
Measure and Track Brand Value and Impact
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7
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Cultivate Your Brand Ambassadors
Before Your Next Brand Meltdown
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Contact information
Jonathan Copulsky
Deloitte Consulting LLP
[email protected]
wwww.brandresilience.com
@jcopulsky
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About Deloitte
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