Reputation they say is really fickle, what takes years to build can come under adversity any moment.
Reams have been written, case studies shared in class rooms, preparedness workshops conducted replicating real-life scenarios (how many brands invest into them or want to even believe that a crisis can hit them is another matter all together- it can happen to others but it can’t happen to us!!!) This week, however, has been an interesting for students of communication with recall related crises hitting three significant brands.
What will be long-term impact remains to be seen, but it makes for a good study to see them tackle it, in their respective ways.
Lots of learning opportunity here. Case studies being written?
UPDATE: 30 August, 2007
Nokia has started a advertising burst with customers endorsing their handling of the battery replacement crisis. They seem to have come out of the crisis with minimal damage (Nokia says, with an enhanced reputation). I spoke with a few people and they will continue to buy Nokia handsets, they said. What is your feedback on this? Do add your comments.
I think the festive intervention that Onam and Raksha Bandhan brought, may have helped shift focus from batteries to new phone purchases.
Interestingly enough, unless I missed out on them, none of the competition had a covert/ overt take on Nokia’s recall (Did their dealers do this for them?). Or may be they were focused on the festive offers…
UPDATE: 5 September, 2007
Fake batteries are a ‘genuine’ problem – much-much cheaper, most replacements that go into any handset are cheaper, locally made fakes. They carry the brand labels though, damaging the reputation of the real brand. That’s what also seems to be happening with Nokia too and they are trying damage control.
In the interim, as expected, Rivals cash in on Nokia blues.
Interesting how China is getting back at America, complaining sub-standard food nourishment supplies.
Introduces stricter regulation as expected.
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