3 Quick Ways

to Mitigate

Brand Implosion by Sidney Evans

It is virtually impossible to peruse any

magazine or watch a media outlet

without witnessing an individual or

company in the middle of brand

implosion.

As of late, I have opted for a life sans

TV in an attempt to exit the freeway

before the building is ripped to shreds.

That said, I completely understand the

voyeuristic appeal of watching these

events.

The implosion of one’s brand can

be caused by a variety of different

factors (changing demands, lack of

customer focus, etc.) However, in my

opinion, I feel that most of these

brands implode for one reason &

one alone: comfortability!

“Most brands

implode for one

reason and one

alone:

comfortability!”

2 3 Quick Ways to Mitigate Brand Implosion by Sidney Evans

In the beginning, the brand building

process requires enormous

creativity, tireless work, and a laser

like focus of your customer’s wants

& desires.

After that painstaking process is

complete, companies usually can lay

claim to a certain degree of brand

recognition replete with loyalty.

Unfortunately, some companies then

fall victim to an entitlement mentality

that clouds their ability to properly

assess situations. It is almost as if they

feel as though you are theirs for life no

matter what. Feels somewhat nefarious

in nature, doesn’t it?

That is exactly the point - Consumers

want to feel appreciated at all times

as well as heard.

“Unfortunately, some

companies feel as

though you are theirs

for life no matter

what.”

3 3 Quick Ways to Mitigate Brand Implosion by Sidney Evans

Here is a quick no fail guide to stop

your brand from imploding:

Stay proactive

Never become reactive. I can always

tell when a brand is reacting vs. being

proactive when they are following

trends and not setting them.

Strong brands lead the way. First to

market is not just fancy terminology but

a business strategy to assure the “first”

bird keeps the worm.

Companies should always ask

themselves, “what’s next?” in an

attempt to continue to push the

envelope of creativity. This helps

mitigate companies becoming stagnant.

Example: The new bike rental program

from Citi.

“Companies should

always ask

themselves, “what’s

next?” in an attempt

to continue to push

the envelope of

creativity. “

4 3 Quick Ways to Mitigate Brand Implosion by Sidney Evans

Take accountability

Counter to what one might think -

individuals & companies would be

much better off without ego.

It is human to make mistakes- most

consumers are forgiving of a few

fobbles. They just want them

addressed and corrected in an

expedient fashion.

The mistake that most make is the

lack of authenticity in the resolution

and ignorance of the root cause.

Further, they tend to be myopic in

scope lacking the robust macro focus

that is often needed.

Small issues usually have larger

issues that must be addressed

quickly to move forward.

Example: Exxon takes full

responsibility for spill.

“The mistake that

most make is the lack

of authenticity in the

resolution and

ignorance of the root

cause. “

5 3 Quick Ways to Mitigate Brand Implosion by Sidney Evans

Reposition

The process of repositioning can only

take place if step 1 & 2 are

completed, results dissected and

fixed quickly.

Companies that lead want a

healthy dose of feedback in order

to stay ahead of the curve. They

welcome it. The feedback is not seen

as criticism or a reprimand but an

opportunity for growth and utilized as

such.

The degree to which a company

ascends to brand dominance and has

sustainability depends on it.

Example: Burger King claims to have

changed its name to Fries King.

The common theme is courage

to: act, understand & lead!

“The feedback is not

seen as criticism or a

reprimand but an

opportunity for

growth .”

6 3 Quick Ways to Mitigate Brand Implosion by Sidney Evans