Managing Brand Transgressions: 8 Principles to Transform Your Brand

Finalist in the Marketing - Branding category of the Goody Business Book Awards 2024

Boeing Max 737’s twin crashes, Volkswagen’s Dieselgate scandal, worms in Cadbury’s chocolates, cyanide in Tylenol, the #MeToo movement… In the past 24–48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions – real or perceived – plague co...