Crisis Planning in the Age of Doubt (Craig J Selby)

Credit blockchains-expert.com

In a consumerist world dominated by attachment to smartphones, technology is empowering and driving consumers forward. Our individual ability to participate in the sphere of influence of brands is increasing; just as is our expectation of having our unique voices heard.

A direct result of this phenomenon; brands now exist in an ‘Age of Doubt’.

Brand emergencies have increased in frequency.

Crises occur more often.

The threshold to describe a crisis has lowered.

Consumers are being more assertive; certainly more vocal.

This escalation from issue to threat evolves more rapidly than ever. Brands are more important now because consumers are more informed, perceptive, and demanding; yet targeted mass communication is insufficient to win loyalty.

Consumers demand brands to act with purpose and integrity, and to create genuine and relevant value in every experience.

Although contemporary technology has crafted opportunity for brands to deepen their connection to the consumers, simultaneously they have ushered up new challenges too.

Consumer response to issues has been democratised. They have their voice. And others are listening, carefully too. Consumers critically evaluate brands and make value judgments on whether they are with them or against them on any particular issue.

Coined the ‘Activist Economy’, brands are increasingly finding themselves in the thick of wider social and political stance.

Brands must broaden and clarify their evaluation as to where they stand on societal issues, or risk being misunderstood.

Ultimately, three simple rules that separate the men from the boys in the ‘Age of Doubt’:

• Plan – Planning to prepare the team to understand the consumers within the context of the broader marketplace and the brand’s place within it.

• Adapt - A crisis is inevitably a time of change. In extreme cases, all the rules change – the entire organisation must adjust. Ego’s, plans and points of view will be under siege.

• Deal – Resistance to solutions will emerge in a crisis, be it HR, Legal or PR. An apology or some public sacrifice will be required. Readiness to negotiate is critical.

Is your brand ready?