The document provides advice on how to respond to a brand crisis through an effective apology. It recommends apologizing quickly without excuses, focusing attention on the victim, and applying self-punishment through actions like losing profits or donating money. The advice draws parallels from past brand crises and emphasizes controlling the narrative to regain trust and protect brand value.

1. I’m sorry
apology and
the brand

2. You are a sports star
accused of
inappropriate conduct
You are a car
You have been manufacturer whose
caught stealing product is a subject
clothes from a well of a massive recall
known department
store.

3. Even if …it
your doesn‟t
position mean you
is will fall
from the
cracking,
pedestal.

4. Apology is
a Band-Aid for the
damage caused to
the perceived
image of your
brand.

5. Assess WHO
is angry at your mistake ...

6. John Mayer
Can my target audience perceive the behavior to be in
line/ opposition to my brand’s values?

7. Who is perceived as responsible for the condemned
behavior
corporation one person

8. Is the offended party a vocal minority?
How does it affect the heavy user?

9. Is the negative backlash a
part of ‘Build You Up to
Love Oversaturation
Break You Down’
media/public opinion
cycle?
Rise to
Hate/backlash
fame
Underdog

10. Where’s the money at?

11. What’s the brand’s worth?

12. To seize control
of the situation
…

13. Apologize fast
“The longer you wait to apologize for the wrongdoing,
the quicker the weakness is seen as a wickedness.(…)
Ken Blanchard ‘One Minute Apology’

14. Don‟t allow the
apology to turn
into an
interrogation

15. Make the apology
sound sincere by
•Not giving
explanations for
the offensive
behavior
Twinkie Defense (origin: Dan White trail)

16. Make the apology
sound sincere by
•Shifting the focus
from the offensive
party to the „victim‟
Kobe Bryant
“I want to apologize to her for my behavior that night and for
the consequences she has suffered in the past year.
Although this year has been incredibly difficult for me
personally, I can only imagine the pain she has had to
endure.”

17. Apply self-
punishment
•Offer to lose profits (Tylenol Recall, Toyota Recall)
•Offer to pay the victim
•Give money to the charity related to the victimized party
•Restructure company (Ford & Firestone break-off)
In animal world, showing vulnerability (e.g. exposing
sensitive areas such as belly or neck) often stops the
*It DEFINETELY doesn’t assault between the parties fighting for mates and/or
work in a predator-prey social status.*
relationship.

18. Case

20. 1. Don‟t commit suicide – CLEAR your name first
2. Reject PUBLICALLY people who paid for you to commit
the transgression. Don‟t blame them for your mistake BUT
indicate to fellow apostles you are no longer associate with
them
3. Be seen with a respectable figure. Seek the opportunity to
apologize to the person(s) you hurt most.
4. Donate the 30 pieces of silver to apostles or the poor.
5. Write a self- depreciating autobiography.
6. Nothing helps people forget the mistake like success after
being an underdog. Start slowly. With your expertise with
handling money you can start a new business.

22. http://www.twitter.com/madison_morris
http://measofnow.posterous.com
mkmtoday@yahoo.com
http://linkedin.com/in/madisonmorris