Brands and Crisis Management: Drawing the Line Between Good and Bad Practices

Published: December 7, 2021

Brand & New

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Shep Hyken

Shep Hyken Chief Amazement Officer, Shepard Presentations St. Louis, Missouri, USA

This episode was originally published on August 18, 2020

Major brands regularly experience crises and make the news for alleged fundamental rights violations or similar breaches with high social stakes. Think racial discrimination, privacy and data breaches, sexual harassment at the workplace, or even life-threatening health hazards such as food poisoning.

This episode sheds light on brand crisis management and the impact of such crises on brand valuation and intellectual property assets, as well as the good practice of having proactive and remediation plans in place.

Our guest, Shep Hyken, is Chief Amazement Officer at Shepard Presentations, St. Louis, Missouri, USA. Mr. Hyken is a customer service and experience expert, best-selling business author, and regular contributor to the Leadership Strategy section at He explains and illustrates the spectrum of brand crises and the different ways—good and bad—to handle them!

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About Brand & New

Brand & New podcasts from the International Trademark Association

Our hosts discuss compelling business and legal topics relating to intellectual property, innovation, technology, and change with an international roster of influential experts and industry visionaries.

Brand & New guests contribute to this podcast in their personal capacity, and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or our members.

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