VAB has often written about the importance of brand-building, most comprehensively in our marketer’s guide, A Matter of Principle. Perhaps at no time is brand-building more critical than when a company is faced with a crisis or threat to its perception. Following a crisis, brands are desperate to quickly reestablish trust with consumers and reliant on marketing that will help change perception immediately, at scale, and within a premium branding environment.
Some of the world’s largest brands have experienced a crisis. These stories have been extensively covered in the press, however, for marketers, the richest learnings are found by taking a closer look at how a brand responded and the impact that it had on its business. For many of these brands, TV advertising was a key component to changing public opinion and rehabilitating their image.
Our unique analysis covers 6 major brands: Facebook, Uber, Samsung, Wells Fargo, Papa John’s and Chipotle that faced a public crisis. For each, you will learn:
As a result of this thorough analysis we also offer insight to marketers in the 5 ways they can successfully navigate their brands through a crisis.
To learn how TV played a central role in changing the narrative for brands facing a crisis, download Brands in Crisis: Changing Perceptions Through TV Advertising Marketer’s Guide.