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Corporate bankruptcy does not mean a brand will become extinct or that it’s time to halt all marketing and communications. Instead, a Chapter 11 filing is an opportunity for a business to restructure debt and remain in operation. A strategic approach to brand communications leading up to, during, and following a Chapter 11 filing is key to successful emergence.
The United States saw a 26% increase in Chapter 11 business bankruptcy filings, in the first half of 2020, according to legal-services firm Epiq.