Introduction

Hardly a day passes without some example of an organization’s brand in crisis. Politicians and their campaign organizations are classic examples but so are the organizations whose products contaminate the environment or threaten the public’s health and well-being. Anything that compromises or challenges an organization’s capacity to perform is a potential crisis for the organization and its brand. If a religious organization does not meet the needs of its followers, they leave. If a cult doesn’t meet the needs of its members, they seek their goal fulfilment elsewhere. If a manufacturing center cannot produce goods that meet customer standards, the customer will reject it. If a storm damages a retailer’s store so it cannot open for business, the customer will shop elsewhere. If a politician violates public trust, an election campaign may end. Failure to recognize, to oversimplify, or to treat a potentially crisis-causing event can lead to trauma and subsequent disaster for the organization.