Brand marketing seems to have entered an ecosystem of rapid-response. Major corporate reputation crises that have beset large brands recently, exposing the need for an updated playbook to address communications methodology, channels, and messaging in a world where consumers expect real-time information from brands. In this discussion between communications expert Colin Nagy and Percolate VP Marketing Chris Bolman, we cover:
- Selected case studies of recent corporate communications crises
- The role that social plays in magnifying the frequency, volume, and scale of public reaction
- The new mandate for rapid-response crisis management
- How brands can mitigate the impact of these crises through planning
Colin Nagy is currently Head of Communications Strategy for FRED & FARID, an independent creative agency based in NYC, Paris, and Shanghai. Previously he was Chief Media and Strategy officer at The Barbarian Group, a digital creative agency named one of the “world’s most innovative” by Fast Company. A regular columnist for The Guardian and Quartz, he has also contributed opinion pieces for publications including AdAge, AdWeek, PSFK and Forbes, and has been quoted in outlets including The New York Times, The Financial Times, and Monocle. An accomplished speaker and moderator, Nagy has spoken in the US, Asia, and Europe about a broad range of topics including startups, media, politics, technology and culture. Connect with him on Twitter @CJN.
Chris Bolman is VP, Marketing at Percolate, a software company building The System of Record for Marketing. At Percolate, he manages cross-channel initiatives ranging from events and advertising to content publishing and marketing engineering. Connect with him on Twitter @ChrisBolman.