Companies thrust into the spotlight in a time of crisis commonly respond by avoiding the issue or limiting themselves to damage control. But the reality is that a crisis can taint a brand over the long term. Therefore, the underlying motivation should be to shore up, if not rebuild, the brand so it might emerge from the crisis stronger than before. s unit of The Minute Maid Co. Odwalla's approach took into account all the key constituents that judge a brand in a crisis: the public and ...

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