Walter Adamson
How Brand Breadth helps crisis management, how to build Brand Resilience and the critical importance of a social media architecture and presence - in 4 parts.
Predicting brand resilience is no simple thing. When Qantas decided in October 2011 to ground its fleet worldwide, at zero notice, it was obviously fully aware of the potential brand damage. Qantas made the decision as the lesser of evils in the unfolding and unrelenting contest between the unions and management.
In Part 1 of four posts on how social strategy enables Brand Resilience we outlined the "brand resilience model" which included the notion that Brand Experience comprised two components - Depth, and Breadth . In this post we illustrate how Brand Breadth in particular can be used to enhance Brand Resilience.
In the previous two posts we introduced and explained the how social strategy enables Brand Resilience and how Resilience incorporated several brand elements including Brand Depth and "Brand Breadth". In particular post #2 explained how Brand Breadth can be used to enhance Brand Resilience.
In the last post we explained how Brand Breadth helps crisis management, and promised the "how to". In this post, we'll explain in precise detail how to build that Brand Resilience, with references back to the stages of a crisis.
