Synopsis
Brand and reputation are the most valuable and vulnerable assets a business has. Brands embody and encapsulate everything a business does, and its customers expect. With the growing value of brands comes the increased need to protect the company from the legal, financial, operational and marketing impacts arising from ‘in-market’ business and product crises. This webinar looks at the increasing frequency of product recalls and the impact they are having in terms of brand damage and consequential loss. Working through real life examples, we provide a roadmap for best practice both in terms of preparing for and resolving in-market crises.
Speakers
Mike Malaure
Managing Director - International
Sedgwick | brand protection
Matt Gigg
Director, Global Marketing
Sedgwick | brand protection
Steve Tunstall
General Secretary
PARIMA
Key Takeaways
Here are some highlights from the session:
- Brand and reputation are an organisation’s most valuable and vulnerable intangible asset, yet many still adapt a ‘hope for the best’ crisis plan until a major incident happens.
- Time is of the essence. To protect their reputation and the trust of their customers, corporations should equip themselves with a well-defined response & recovery plan and a platform to effectively communicate, capture data and track the progress to be #riskready in the incident of a recall.
- The cost of a recall is beyond refunding or replacing damaged products; this may include but not limited to a decline of customer trust leading to loss of sales, environmental responsibility on the disposal of products, liability on product-related damages, and legal repercussions for a lack of transparency with the authorities and customers.