No matter where you look today, another "big" brand is falling victim to crisis, which is only amplified by today's global connectivity. Whether it's Target and its latest consumer data breech, Paula Deen 's brand under attack for failing to have a cohesive crisis communications strategy in place, Toyota announcing another recall or General Mills' making a controversial decision to go GMO-Free, one thing is for certain: the public will tell you what they think via social media. And brands better be willing to listen. Join Noah Krusell, Director of Analytics & innovation at evolve24, and David Johnson, CEO of Strategic Vision, LLC, as they discuss the importance of building brand equity before a crisis to improve their ability to rebuild trust after a crisis hits.

1. Tweet your questions using #evolve24TRUST

2. What is Brand Trust
• Trust is the most critical component in
building and maintaining a strong,
emotionally driven and enduring brand.
• Brand trust bond is based wholly on strong
emotional connections as a result of the
perceived shared values between the brand
and the customer.
• Honesty, integrity, sincerity are the essential attributes that
contribute and reinforce customer trust. This involves not
only the amount and accuracy of information that is
shared with customers, but also how sincerely and
appropriately it is communicated.
• Trusted brands have empathy, never fail customers and
are transparent.
TRUST is a mutual confidence between two or more parties
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3. Why Trust Matters
improves
relations
increases
demand
attracts
retains
price
premiums
creates
barriers
increases
valuation
evolve24.com | #evolve24TRUST |
allows
forgiveness
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4. Common Mistakes Brands Make
When Crisis Hits
Not getting out in front of the story
•
Paula Deen, Target
Failing to apologize or seem sincere in the apology
•
Paula Deen, SeaWorld, Target, Toyota
Not getting all the information out at once
•
Target, Toyota
Forgetting audiences
•
Paula Deen, Target, Toyota
Attacking critics or victims
•
Paula Deen, SeaWorld
Lack of social media strategy
•
Paula Deen, Target, SeaWorld
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5. Paula Deen – Racial Slur
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6. TARGET – Security Breach
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7. SeaWorld – Employee Death
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8. Toyota – Recall
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9. What Causes Greatest Damage
During the Crisis
A poor crisis response becomes the
narrative rather than the actual crisis.
A response that goes against the
public’s perception of the brand.
It causes consumers,
employees, and
investors to lose
confidence in the
brand’s
competence.
Ignoring the crisis entirely.
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10. Post-Crisis Evaluation
•
Evaluate how the brand performed its crisis
comms strategy
•
Analyze media coverage during and
immediately after the crisis
•
Analyze social media/blog mentions of the
brand during and after the crisis
•
Implement a lessons learned strategy from
the crisis into communications strategies
•
Conduct market research on the brand two
weeks, a month and three months after
•
Implement new communications and
outreach strategies
10
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Benchmark where you
stand—before a crisis
hits
Monitor trust
conversations and
drivers over time
Investigate the
mechanics of a
discussion, i.e. who’s
speaking, where, and
with what intent
Engage credible third
parties who can
project trust onto your
brand

11. Thank You
QUESTIONS?
Noah Krusell
Dir, Analytics & Innovation
evolve24.com | #evolve24TRUST |
David Johnson
CEO & Co-Founder
strategicvision.biz