Editor’s Letter: Brands Face Challenges Relating to Consumers and Avoiding Missteps

Customers demand superior service and a stellar reputation

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When it happens, it moves so fast that your initial feeling is disorientation. That quickly flips to nausea, fear and then panic. I’m of course talking about a brand crisis unfolding before the world, supercharged by social media and shared and commented on into oblivion. You’ve been dragged.

It’s a tough position for both individuals and brands to be in, and dealing with reputation management in its wake can be even trickier. In this fifth Digital Transformation Playbook in partnership with Accenture Interactive, we unpack how brands relate to their customers in good times and bad.

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This story first appeared in the March 12, 2018, issue of Adweek magazine. Click here to subscribe.