They say actions speak louder than words, and the “they” in this scenario, are consumers on social media. When tracking conversations about the Starbucks apology and their announcement to close 8,000 stores in May, we found that there was much more social interest in Starbucks’ action than their carefully worded apology.
“Nike cares most about the category influencers and tastemakers -- nearly all of whom will embrace their decision,” said Howe Burch, the former head of U.S. marketing for Reebok. “They know they will lose some customers short-term but not the kind of customers that really drive their business.”
Supporting disruptive athletes has long been a part of Nike’s marketing, dating to the early 1970s and runner Steve Prefontaine, the company’s first athlete endorser.
Build a solid brand narrative so that when people are googling your company it’s not just your crises news that comes up.”
Preparing for a crisis takes place long before a crisis actually occurs.
“Act like a post-crisis company pre-crisis,”
"Whether it was true or not, this story broke and took off because of very legitimate concerns that exist in society about keeping kids safe online," points out Jeff Beringer, global head of digital at Golin. "When something generates this much conversation, media coverage, and responses from people in positions of authority like teachers, school administrators, and law-enforcement officials, brands have to sit up and take it seriously."