The anatomy of brand crises

The book looks at a large number of brands that have withstood crisis. Many have managed to come back stronger, but the book also speaks of a few brands that have not been able to withstand the shock

Rebuild: How Brands in India Overcame Crisis and Emerged Stronger. Better. Wiser 

Author: Ramya Ramamurthy

Publication: Hachette 

Price: Rs 599 

352 pages

It is easy to write about brand successes. CEOs and CMOs happily speak about what they managed to do under “demanding” circumstances. But approach the same people to speak about handling brand failures or brand crises, and you face an uphill battle. 

Almost ten years ago, Ivan Arthur and Kurien Mathew conducted a two-day retreat to mine crowdsourced wisdom on handling brand crises. The session held at a B School near Mumbai saw a gathering of thinkers from marketing, advertising, marketing research, strategy consulting,