Brand Crisis Management

How The North Face Turned a Customer Complaint Into a Helicopter-Level Branding Win Jenn Jensen, an adventurous hiker, was exploring New Zealand’s Hooker Valley — surrounded by mountains, mist, and… rain. She wore her trusted North Face rain jacket. But there was a problem. It leaked. Badly. Soaking wet, Jenn did what any modern customer would do — she made a TikTok. In it, she humorously challenged The North Face to redesign the jacket, make it truly waterproof, and… deliver it right to her on the mountain. No big deal, right? 11 million views later… The North Face saw the moment — and seized it. They didn’t just ship a new jacket. They chartered a helicopter, flew it through the mountains, and hand-delivered a jacket to Jenn in true cinematic fashion. Yes, it was staged. And yes, it was the same model jacket. But here’s the genius: They turned a negative review into an unforgettable brand moment. Here’s what every business leader and DTC brand should learn: 1. Turn Reactions into Relationships. The North Face didn’t defend. They didn’t deny. They delivered — with style. They built a connection, not a case. 2. Move Fast, Be Bold. In the age of virality, speed is your superpower. Their quick, creative response turned potential backlash into massive goodwill. 3. Every Complaint is a Content Opportunity. Jenn’s video was raw, real, and relatable. By leaning into her story, The North Face earned millions of impressions — with authenticity. 4. Create Experiences, Not Just Transactions. A simple product swap became a cinematic brand story. Experiential marketing creates emotional equity. 5. UGC is the New PR. The story started with Jenn, not The North Face. The brand simply amplified it. That’s modern influence — real people, real stories. 6. Make Moments Worth Sharing. A helicopter on a mountain is more than a delivery — it’s a symbol. Create talkable, visual stories your customers want to share. The lesson? Your product is important. Your response is priceless. Brands don’t grow by being perfect. They grow by showing up when it matters most. Would your brand climb a mountain for a customer? #business #entrepreneurship #management #motivation #branding #innovation

🚫 Customers don’t like negativity. There is always a way to focus on a positive message. This is how Copenhagen did it. Tell customers “don’t do this” or “here’s the problem” and you risk the opposite effect. Most companies communicate problems. Companies and governments talks about restrictions. But nobody likes it. 🌍 Great brands (and cities) flip the script. They turn challenges into opportunities. Take Copenhagen. The city faced overtourism. Instead of saying “we need fewer tourists”, it asked: “how can we make visitors part of the solution?” 👉 The result: CopenPay. Tourists earn free meals, boat rides, bike rentals, or museum discounts when they make sustainable choices — like taking the train, helping in an urban garden, or exploring less-visited neighborhoods. The impact? ✅ Relieved pressure from crowded areas ✅ Boosted local small businesses ✅ Strengthened sustainability & community ✅ Created happier visitors ✨ This is CX at its best: no restrictions, no negativity — just new opportunities for everyone. 🚀 The lesson: if you want people on board, don’t focus on the problem. Invite them into a chance to make things better.

I’ve collaborated with hundreds of companies and thousands of teams, and one concept that consistently captures interest is the brand traffic light system. This system categorizes key performance indicators into three zones—green, orange, and red—based on their current status: - Green Zone:Metrics in this zone are performing well and do not require immediate action. We monitor these indicators but generally leave them as they are. - Orange Zone:These indicators are within an acceptable risk range but need attention. They aren’t critical yet, but we prepare to take corrective measures to prevent them from slipping into the red zone. - Red Zone:When metrics fall into this area, it’s a clear signal for immediate intervention. This zone indicates that it’s time to reevaluate strategies or potentially halt certain initiatives. This traffic light system simplifies decision-making and helps focus on areas that need the most attention, making it a valuable tool for long-term brand management. Cheers, Your cross-legged CAC and CLV buddy

Can brands turn controversy into credibility? 🤔🎒 Mokobara, once under fire for allegedly selling mass-produced imported bags, has made a bold comeback. Instead of just defending itself, the brand took action—leveraging limited editions, cultural relevance, and star power to reshape its narrative. Here’s how they’re rebuilding trust: 🔹 Turning Controversy into Conversation – Instead of ignoring the allegations, they tackled it head-on with a cheeky social media response: "While the world debates the chicken or the egg, we're focused on what we do best – creating originals worth imitating." They even launched a discount code, "WHITELABEL," owning the narrative instead of running from it. 🔹 Limited-Edition Storytelling – Their Naruto-inspired bag series, unveiled at Bengaluru Comic Con, proved that they’re not just a brand—they understand culture. This move subtly shifted the conversation from "mass production" to "originality." 🔹 Authenticity Through Celebrity Power – The latest game-changer? A collaboration with Diljit Dosanjh. As a global icon blending tradition and modernity, his association helps Mokobara position itself as a lifestyle brand, not just a bag company. From his Dil-luminati tour to The Tonight Show with Jimmy Fallon, Mokobara bags are making a statement on the global stage. 💡 Brand Takeaway: In the digital age, trust isn’t just about what you say—it’s about what you do. Mokobara’s crisis response is a masterclass in reframing perception. By integrating pop culture, influencer credibility, and strong brand positioning, they’ve shown that actions speak louder than apologies. Will this completely erase past doubts? Maybe not instantly. But it proves that when faced with a brand crisis, strategic storytelling can turn setbacks into stepping stones. What do you think—does bold action help brands recover, or do past controversies always leave a mark? #BrandStrategy #CrisisManagement #ConsumerTrust #CelebrityMarketing #Mokobara #DiljitDosanjh

Your customers don’t trust you (yet)… here’s how to fix that. Earning trust isn’t about flashy marketing or big promises— it’s about what you do every single day. Here’s the thing: Without trust, your business is running on fumes. Customers are smarter than ever. They can spot insincerity from a mile away. And if they don’t trust you or worse, if they don’t feel valued they’ll go elsewhere. So how do you earn their trust, make them feel truly valued, and create engagement that keeps them coming back? Here’s what works: 1. Start by listening (and act on what you hear).   * Run surveys, host focus groups, or jump on 1:1 calls with your customers.   * Pay attention to their pain points, frustrations, and needs.   * Most importantly: Implement their feedback. Listening without action destroys trust faster than ignoring them altogether. 2. Personalize every interaction.   * Address your customers by name.   * Tailor your messaging, offers, or coaching to meet their unique needs.   * Remember: No one wants to feel like a number in your CRM. 3. Be transparent—even when it’s uncomfortable.   * Made a mistake? Own it immediately.   * Raising prices? Explain why.   * Customers value honesty, even when the truth is hard to hear. 4. Engage meaningfully by creating value.   * Share free resources, Q&As, or tips they can use immediately.   * Celebrate their wins—whether big or small.   * Build community spaces for connection (think LinkedIn groups, Slack, or live events). 5. Go above and beyond with small, thoughtful gestures.   * Send handwritten thank-you notes.   * Offer surprise perks, like early access or exclusive discounts.   * Follow up on personal details they’ve shared with you (yes, remembering their kid’s soccer game matters). 6. Stay consistent.   * Deliver on your promises every time.   * Focus on quality over quantity—customers will forgive a missed update, but not mediocrity.   * Regularly measure satisfaction and make improvements where needed. Building trust isn’t rocket science—but it does take effort. Focus on these six steps, and you won’t just earn trust. You’ll build relationships that last a lifetime. Which of these are you already doing?
 Let me know in the comments I’d love to hear how you earn your customers’ trust. ♻️ Share if you wan to build trust in your market 🔔 Follow Mike Hays for more trust tips.

In 2025, only 34% of consumers say they trust the brands they buy — down from 50% just three years ago. (Source: Edelman Trust Barometer, 2025) That’s not just a data point. It’s a warning. Because the biggest threat to established brands today isn’t a rival product on the shelf — it’s losing consumer trust. We’re living in the age of information overload and authenticity burnout. Consumers are smarter, more sceptical, and less forgiving. They can trace your ingredients, fact-check your claims, and call you out before lunch. When trust cracks, loyalty collapses. And in that space, challenger brands, private labels, and local heroes have the opportunity to swoop in. Trust isn’t a campaign metric anymore — it’s a survival metric. And once it’s gone, the rebuild is long, expensive, and public. So how do you earn (and keep) consumer trust in 2025? 👇 🛡️ Be Transparent (Especially When It’s Messy) Honesty travels faster than perfection. Share where your products come from, how they’re made, and where you’re improving. Not 100% sustainable yet? Show progress towards your goal. Vulnerability beats spin, every time. 🌱 Prove, Don’t Preach Consumers have moved beyond “green” buzzwords. They want receipts - certifications, traceability, and genuine impact. Just look at John West Australia, where every can of tuna is traceable back to its origin, including catch, method, and sustainability credentials. 🧩 Listen Like You Mean It Forget focus groups and corporate filters. Social channels and direct feedback loops are where real trust is built (or lost). But listening means acting, both quickly and visibly. 💡 Innovate with Purpose New products shouldn’t exist to fill shelf space. They should solve problems that matter — health, convenience, affordability, joy, or social good. 👥 Build a Community, Not a Customer List Trust is human. Emerging brands such as Natural Raw C, Fodbods, NOSHU, Charlie's Fine Food Co. and Springhill Farm connect beyond the transaction. They don’t market to people. They grow with them. 💭 The takeaway: We’re not in a price war or a product war anymore. We’re in a trust war. And right now, consumers are voting with their confidence, not their wallets. So, ask yourself: 👉 Is your brand doing enough to earn consumer trust, or are you quietly eroding it? Because in 2025, trust isn’t just a value. It’s the new currency of growth. 📩 If you’re serious about rebuilding trust in your brand, let’s talk. 🔁 Share if you believe trust is the real competitive advantage in FMCG today. 👥 Tag a brand you think actually lives its values.

At some point, your CX will break. No matter how good your setup is, something will go wrong. What matters more is what happens next. Because recovery is where most companies either rebuild trust or lose it completely. Here’s what strong CX recovery looks like: 1. 𝐎𝐰𝐧 𝐭𝐡𝐞 𝐢𝐬𝐬𝐮𝐞 𝐞𝐚𝐫𝐥𝐲.   Don’t wait for the customer to explain it 3 times. Acknowledge it first.     2. 𝐁𝐞 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜, 𝐧𝐨𝐭 𝐯𝐚𝐠𝐮𝐞.    “We’re sorry” is not a resolution. Tell them 𝘸𝘩𝘢𝘵 happened and 𝘸𝘩𝘢𝘵 you’re doing about it.     3. 𝐌𝐨𝐯𝐞 𝐰𝐢𝐭𝐡 𝐮𝐫𝐠𝐞𝐧𝐜𝐲   Even a 24-hour delay feels like a lifetime when something’s broken. Let customers feel the speed.     4. 𝐆𝐢𝐯𝐞 𝐦𝐨𝐫𝐞 𝐭𝐡𝐚𝐧 𝐭𝐡𝐞𝐲 𝐞𝐱𝐩𝐞𝐜𝐭.    This isn’t about throwing money at a problem. It’s about showing care. A well-timed gesture goes further than a coupon ever will.     5. 𝐅𝐢𝐱 𝐭𝐡𝐞 𝐫𝐨𝐨𝐭, 𝐧𝐨𝐭 𝐣𝐮𝐬𝐭 𝐭𝐡𝐞 𝐦𝐨𝐦𝐞𝐧𝐭.    Use the failure to improve the system. Not just for one customer, but for every future one.     We’ve seen it over and over again at Quimbi: Clients don’t lose players because of one bad moment. They lose them when they handle that moment poorly. But if you get the recovery right? That one failure becomes the reason a customer stays.

Stop hiding your failures. Start framing them. Entrepreneurs love talking about wins. Revenue milestones. Big deals. Growth charts. But here's what actually builds trust: The stuff that didn't work. Your audience doesn't connect with your highlight reel. They connect with your humanity. And failure? That's the most human thing there is. Here's how to share it so people actually respect you more: 1/ Lead with the lesson, not the loss ↳ Don't start with "I failed at..." ↳ Start with "Here's what I learned when..." ↳ The lesson is the headline. The failure is the context. 2/ Own it completely ↳ No blaming the market, the timing, or the team ↳ "I made this call. It was wrong." ↳ Full ownership = full credibility 3/ Show what you'd do differently ↳ Hindsight isn't just 20/20, it's valuable ↳ Share the decision you'd make now ↳ This proves you actually learned something 4/ Connect it to a bigger truth ↳ Your failure isn't just about you ↳ What does it teach others? ↳ Make it universal. Make it useful. 5/ End with forward momentum ↳ Don't leave people in the wreckage ↳ Where are you now because of that failure? ↳ Show them the other side Here's the thing: Vulnerability isn't weakness. It's a leadership skill. When you share failures the right way, you don't look broken. You look experienced. You look real. You look like someone worth following. Your wins impress people. Your failures connect with them. Stop polishing the story. Start telling the truth. 👊 What's a failure that ended up being your biggest lesson? 💬👇 --- ♻️ Repost to help someone turn their setback into a story worth sharing ✚ Follow Cory Blumenfeld for more entrepreneurial insights and motivation. I'm on a mission to inspire 1M everyday people to start their own business and find their voice in the process.

Consumer Sentiment is broken. This is how you win it back. Let me ask you this: When was the last time a brand campaign made you actually trust the company more? And with this question, I welcome you to 𝐓𝐇𝐄 𝐁𝐑𝐀𝐍𝐃𝐈𝐍𝐆 𝐄𝐃𝐈𝐓 #5. Consumer sentiment is plummeting. Uncertainty is high. Purchase intent is slowing down. And the gap between what brands say and what they do has never been wider. 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐬𝐞𝐧𝐭𝐢𝐦𝐞𝐧𝐭 𝐢𝐬 𝐧𝐨 𝐥𝐨𝐧𝐠𝐞𝐫 𝐚𝐥𝐢𝐠𝐧𝐞𝐝 𝐰𝐢𝐭𝐡 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐬𝐩𝐞𝐧𝐝𝐢𝐧𝐠. A McKinsey study reveals how dramatically behavior has shifted: 💡 Rising prices are the #1 concern across all 18 markets surveyed 💡 79% of consumers are trading down, delaying purchases, hunting deals, cutting back in one category to splurge in another 💡 47% now prioritize locally owned companies 💡 Gen Z spends twice as fast as previous generations, but 40% worry about their financial futures Here's the paradox: Consumers are spending less thoughtfully but more emotionally. They're skeptical of brands but desperate for authenticity. Here is a framework for winning back trust: 🔵 𝐖𝐚𝐥𝐤 𝐭𝐡𝐞 𝐭𝐚𝐥𝐤: Trust isn't built in campaigns. It's built in actions. If your brand stands for sustainability, show it in your supply chain. Authenticity is the only currency that works. 🔵 𝐆𝐞𝐭 𝐠𝐫𝐚𝐧𝐮𝐥𝐚𝐫 𝐰𝐢𝐭𝐡 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞𝐬: Gen Z splurges on beauty. Gen X researches on social first. One-size-fits-all messaging doesn’t get you anywhere. Use targeting to meet people where they actually are (generationally, geographically, emotionally). 🔵 𝐑𝐞𝐝𝐞𝐟𝐢𝐧𝐞 𝐯𝐚𝐥𝐮𝐞: Value doesn't mean cheap. It means worth it. Consumers will pay for convenience but ruthlessly cut you if you don't deliver. 🔵 𝐁𝐮𝐢𝐥𝐝 𝐚 𝟑𝟔𝟎° 𝐯𝐢𝐞𝐰: Use AI-powered social listening and behavioral data. Simple methods for predicting consumer behavior are over. 🔵 𝐒𝐡𝐨𝐰 𝐮𝐩 𝐥𝐨𝐜𝐚𝐥𝐥𝐲: In Europe, 42% have a worse perception of American brands than at the start of 2025. Tailor to local tastes. Consumers aren’t less willing to spend. They’re just waiting for brands they can trust. Where have you seen brands genuinely win back trust?

There's never been a time in history (on record) where consumer trust has been as low as it is right now. Consumers do not trust the businesses selling to them. What caused this? - Carelessness with customer data - Misleading product/service claims - Ignoring customer's sustainability concerns - Influencer marketing - Poor customer experience/customer service Businesses of every size that have put profits BEFORE people created this decline. And it's time to turn things around. Here's how: 1. Make customer service a priority Prioritize timely, courteous, and effective solutions to customer inquiries and problems. Strong customer service often turns a one-time customer into a loyal fan of your brand. 2. Promote authenticity and transparency Be honest about your products/services, including potential drawbacks. This candidness helps build trust and sets realistic expectations with customers. 3. Share customer feedback Regularly display real customer reviews and testimonials, both positive and negative. This shows that you value customer input and are committed to continuous improvement. (Your Google Business Profile is a great place to do this.) 4. Connect with customers (And I don't mean have the robot do it) Engage directly with customers through personalized communications and face-to-face interactions whenever possible. People are craving genuine human connections, not robots. 5. Invest in your team members A knowledgeable and motivated team offers better service. They are the face and voice of the business's customer experience. They are the ones responsible for building trust in your brand. Provide regular training & development opportunities, and don't forget that recognition and incentivizing their hard work goes a long way in building a strong culture that serves your customers well. 6. Track the metrics that align with trust What gets measured gets managed. Monitor and measure KPIs such as customer satisfaction, retention rates, and response times. Knowing your numbers will guide improvements and demonstrate your commitment to building trust with customers. 7. Regularly ask for feedback Actively seek customer opinions on how your business can improve. This not only provides valuable insights but also shows that you are responsive and care about their needs. Trust is paramount in running and growing a sustainable business. When you put people FIRST, the profits inevitably follow. Are you prioritizing trust building within your business? What are you doing? Tell me 👇