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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
Copyright © 2013 Deloitte Development LLC. All rights reserved.2
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
Copyright © 2013 Deloitte Development LLC. All rights reserved.3
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
Copyright © 2013 Deloitte Development LLC. All rights reserved.4
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
Copyright © 2013 Deloitte Development LLC. All rights reserved.5
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
Copyright © 2013 Deloitte Development LLC. All rights reserved.6
Learning from the experts
Copyright © 2013 Deloitte Development LLC. All rights reserved.7
Learning from the experts
Copyright © 2013 Deloitte Development LLC. All rights reserved.8
7 steps for managing brand risk and recovery
Plan
Prepare
Execute
Copyright © 2013 Deloitte Development LLC. All rights reserved.9
7 steps for managing brand risk and recovery
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
Copyright © 2013 Deloitte Development LLC. All rights reserved.10
Define a clear “mission”
Create a purposeful and sustained outreach program
Ensure employee ownership of the mission
2. Galvanize your brand troops
7 steps for managing brand risk and recovery
Copyright © 2013 Deloitte Development LLC. All rights reserved.11
Sentiment Analysis
Persistence and Latency
Signal Intelligence
3. Develop and deploy your early warning systems
7 steps for managing brand risk and recovery
Sphere of Influence
Copyright © 2013 Deloitte Development LLC. All rights reserved.12
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
7 steps for managing brand risk and recovery
Copyright © 2013 Deloitte Development LLC. All rights reserved.13
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
7 steps for managing brand risk and recovery
Copyright © 2013 Deloitte Development LLC. All rights reserved.14
“How am I doing?” “CompStat”
6. Measure and track brand value and impact
7 steps for managing brand risk and recovery
Voice of customer
data
Social listening
Systematic brand value
tracking
Brand part of integrated
risk management
Brand Resilience Measurement Journey
Copyright © 2013 Deloitte Development LLC. All rights reserved.15
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
7 steps for managing brand risk and recovery
Copyright © 2013 Deloitte Development LLC. All rights reserved.16
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
7 steps for managing brand risk and recovery
Copyright © 2013 Deloitte Development LLC. All rights reserved.17
Contact information
Jonathan CopulskyDeloitte Consulting [email protected]
@jcopulsky
wwww.brandresilience.com
Copyright © 2013 Deloitte Development LLC. All rights reserved.18
About DeloitteDeloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.
Copyright © 2013 Deloitte Development LLC. All rights reserved.Member of Deloitte Touche Tohmatsu Limited