Brands In Crisis
Insights: Marketer's Guide

Brands In Crisis

Changing Perceptions Through TV Advertising

How do leading brands like Samsung and Facebook successfully navigate through a brand crisis?

With messaging that drives immediate scale in a premium, equity-building environment.

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:

  • An overview of each crisis
  • A detailed look at the brand’s response, from messaging to TV spend
  • The business impact of their collective $1.3B+ spend in response and branding TV

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. 

Uber: National TV Spend (in thousands)
Wells Fargo: Total Deposits (Quarter End) (in billions)

Brands In Crisis

Brands In Crisis

Changing Perceptions Through TV Advertising

Related Content

You have questions. We have answers.

Get immediate access to our Insights library.