Managing Brand Transgressions
Jain, Shailendra Pratap / Jain, Shalini Sarin Boeing Max 737's twin crashes, Volkswagen's Dieselgate scandal, worms in Cadbury's chocolates, cyanide in Tylenol, the #MeToo movement... In the past 24-48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions - real or perceived - plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serio...