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Trust is a social capital. Often it may be stronger in weight than any other factors which dictate brand’s well-being. Someone has noted ‘we may not be able to measure the value of trust in a relationship but often we know the cost of it when violated’. Most times we undervalue what trust may cost us. [...]

We all try to avoid crisis if we can. Even though crisis presents better opportunity for certain brands to make profits. In some cases, crisis may be associated with what a brand should do or what it has done that should not have been.  Life itself is a risk and as long as we remain [...]

Most times what leads to crisis is often subtle, careless approach to issues. Though there are clear cases of crises that are product of act beyond human control. Every crisis begins with issue that is not properly identified or managed before it generates into a major crisis. Crisis like strange disease or epidemic often begins [...]