Importance of Brand Protection

In light of the United Airlines debacle last week the topic this week has to be on “brand protection”.  At present 1.1% or $255 million (12 April) - (revised 13 April - $1.4b) has been wiped off their stock value since the incident and the CEO’s rather inane response did not quell the tide of shock that has circulated worldwide. His euphemism “re-accommodate” for the forcible eviction of a customer who had done nothing wrong has sparked a tirade on social media.  


The great and the good know the importance of reputation and brand.



“United Airlines CEO Oscar Munoz blew it” says Brett Arends.  See how he says he should have responded.

Here are Forbes top 10 tips for Reputation and Crisis Management in a Digital World.