What TV doesn't, print can't; we deliver.
What TV doesn't, print can't; we deliver.
A new book Managing Brand Transgressions: 8 Principles to Transform Your Brand, authored by University of Washington Professors Dr. Shailendra Pratap Jain and Dr. Shalini Sarin Jain, offers a strategic framework for handling brand crises. The book, published by De Gruyter, draws on over 50 years of business research and includes more than 25 case studies to provide actionable strategies for brand resilience.
NEW DELHI: A new book Managing Brand Transgressions: 8 Principles to Transform Your Brand, authored by University of Washington Professors Dr. Shailendra Pratap Jain and Dr. Shalini Sarin Jain, offers a strategic framework for handling brand crises. The book, published by De Gruyter, draws on over 50 years of business research and includes more than 25 case studies to provide actionable strategies for brand resilience.
As brands in today’s fast-paced and interconnected world are increasingly vulnerable to crises, effective management becomes crucial. Navigating crises requires more than just immediate reactions; it demands a culture driven by empathy and principled leadership.
Dr Shailendra Pratap Jain, Bret Wheat Endowed Professor of Marketing and International Business at the Foster School of Business, and Dr Shalini Sarin Jain, Associate Professor of Management and Director of Diversity, Equity, and Inclusion at the Milgard School of Business, have crafted a roadmap that emphasizes empathy, accountability, speed of response, transparency, leadership, and authenticity.
“Brands often face significant challenges, but the way a company responds can drastically influence the outcome and help rebuild trust,” said Dr. Shalini Sarin Jain. “Our book provides leaders with practical, actionable strategies to not only address damage but also turn crises into opportunities for stronger customer relationships and brand resilience.”
In 1982, Johnson & Johnson faced a grave crisis when cyanide-laced Tylenol capsules led to seven fatalities. The company’s decisive and transparent response, including halting production, recalling millions of bottles, and advising consumers against purchasing Tylenol until the issue was resolved, cost over Rs. 250 crores at today’s prices. Yet within 90 days, Johnson & Johnson not only recovered but saw their market share and trust ratings exceed pre-crisis levels. This case is now regarded as the gold standard for crisis management.
Dr. Shailendra Pratap Jain added, “Brand building is an ongoing process. Even after substantial investments, brands may encounter setbacks. Our book offers a precise blueprint for managing brand transgressions, based on extensive global research and lessons learned from past setbacks and comebacks.”
Managing Brand Transgressions: 8 Principles to Transform Your Brand is an essential guide for navigating brand crises and emerging stronger. It provides a strategic framework designed to help brands not only recover but thrive after facing serious challenges.
