Business Daily How do you save a brand in crisis?
Feb 26, 2025
Discover the secrets to rescuing struggling brands, from Stockport's inspiring transformation to Skoda's bold image overhaul. Explore how honest messaging and community engagement can shift public perception. Dive into the lessons learned from BP's crisis and the lasting impact of provocative advertising, including Benetton's thought-provoking campaigns. The conversation also pays tribute to a visionary in advertising and activism, celebrating creativity as a powerful tool for identity and change.
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Stockport's Rebranding
- Stockport, a town in England, successfully rebranded itself using the tongue-in-cheek slogan "Stockport isn't rubbish."
- The slogan, initially printed on tote bags and t-shirts, resonated with locals and became an underground motto.
Prioritize Product Improvement
- Invest in improving your product or service before launching a major communications campaign.
- Positive storytelling is most effective when backed by genuine quality improvements.
Skoda's Honest Approach
- Skoda, after being acquired by Volkswagen, overcame negative perceptions with a campaign acknowledging its past.
- The "It's a Skoda, honest" campaign highlighted the improved quality while offering value.