Protecting a Brand from Contagion (Part 2)

Last time, we discussed the “heuristic of contagion” and how promotional failures through scandal can “infect” your brand with negative associations that you will find very difficult to dispel. The simplest way to prevent damage from contagion is neither quick nor easy: prevent contagion itself. Thorough research and investment in human resources and due diligence when preparing promotions prevent most of the scandals that would sully and destroy organizations and…

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Protecting a Brand from Contagion (Part 1)

Scandal in the Era of Internet Vigilantism The evolution of the public relations nightmare is fascinating history. Media used to move so slow that, when panic threatened the teenage United States, the authors of The Federalist Papers had nearly a year to calm people before a decision could be made on the future of the nation. Digital communications and social media mean that ideas cannot wait. They are contagious and…

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