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Chapter 1 Mission Possible: Brands Can T... > Branding Recovery: A Full-Cycle Jour... - Pg. 5

MISSION POSSIBLE: BRANDS CAN TURN AROUND 5 Branding Recovery: A Full-Cycle Journey When brands go bad, they often cycle through the following phases. Phase 1: Brand-shaking Event or Events Something happens, either through internal or external means, that causes a market shift, changing the brand's score from high and loved to low and questionable. Phase 2: Market Reaction and the Brand's Reply As a result, the environment suddenly changes and the market reacts neg- atively. Public opinion, once positive, turns hostile; popularity wanes or disappears; advocates and ambassadors no longer spread the word; and pos- itive buzz evaporates. Now, these things happen to the brand: