Even the best-laid plans can come to a crashing halt when a PR crisis rolls into town. Be Authentic, Rain Or ShineThere's no "half authentic" – a brand can only be authentic or not. This is sometimes psychologically hard to do, but when you’re honest with yourself and your company, you’re also honest to the customer. Clearly Define Your Brand And Hold Your Company AccountableA brand strategy needs to be long term, strategic and communicated to internal stakeholders. Everyone who touches the customers' brand experience must understand what is and is not consistent with the desired brand.

Source: Forbes September 18, 2017 10:52 UTC