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Brand Rehab: How Companies Can Restore a Tarnished Image
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******************************** Brand Rehab: How Companies Can Restore a Tarnished Image http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1279 Martha Stewart, accounting firm KPMG, insurance broker Marsh & McLennan, and Merck, manufacturer of the troubled painkiller Vioxx, are among the most recent examples of companies that face the challenge of restoring damaged reputations. How best to do that? According to Wharton faculty and others, companies that acknowledge they have problems and launch communication programs to repair tarnished reputations stand the best chance of rehabilitation. And the worst way? Hide the problem, lie or appeal only to special interest constituencies.
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