The common instinct in a brand crisis is to repeatedly apologize. However, after acknowledging the mistake and the fix, the best path is to stop talking about it. Loyal customers want the brand to return to being trustworthy, and over-apologizing keeps the focus on the failure.
The beer industry is a powerful training ground for marketers. With functionally identical products, success hinges purely on branding, teaching marketers how emotion, advertising, and sponsorships drive consumer choice when product differentiation is nonexistent.
During the 2008 recession, Eurostar found overworked consumers valued short, restorative breaks over long holidays. They successfully marketed travel not as a discretionary spend but as an essential way to "reconnect" and "recharge," leading to a record year despite the economic climate.
When sales and marketing operate as a single unit, they can champion innovative ideas. The marketing lead can propose a "maverick" idea to sales, who then presents it to leadership as a customer-driven need, reframing the pitch to bypass initial resistance.
Brands meticulously map the customer journey but often ignore the employee experience. To build a strong culture, apply the same brand principles to every employee touchpoint—from the job offer to their first day—to ensure everyone is aligned and delivering on the brand's promise.
Visionary, fast-paced leaders naturally gravitate toward hiring people like themselves. However, to build a balanced and effective team, they must consciously hire for complementary traits—like detail-orientation and methodical thinking—to provide necessary rigor, ensure completion, and prevent burnout.
To achieve long-term goals, visualize a single, perfect day in the future and describe it in the present tense across all life domains. This technique "programs" your unconscious mind—which doesn't distinguish between now and the future—by giving it a clear destination, like a GPS postcode.
We often work late because our unconscious mind creates a self-fulfilling prophecy: "If I don't send this email, I'll lose the client, then my house." Recognizing this fear is an imaginary catastrophe—not reality—breaks the cycle of stress-induced behavior and allows you to disconnect.
When relaunching Lucozade with less sugar, openly discussing the change created a massive negative narrative. For Ribena's relaunch, they avoided mentioning the change and ran a positive campaign instead, leading to sales growth. Don't give consumers a reason to stop loving your brand.