“As Miles Davis once said, 'When you hit a wrong note it's the next note that makes it good or bad.' Great brands that have let down their consumers actually may create even greater opportunities based on how they respond to the specific circumstance. Brands may be well served by 'being wrong and fixing it' instead of striving to be perfect.”
Excerpted from a Watts Wacker’s article on Understanding Brand Potential which is to be published in the Financial Times Handbook on Management Version 3.0.
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