How 5 tarnished brands made major comebacks

To rebound after a crisis, organizations are largely at the mercy of the public. With a sound strategy, though, the fallout can be lessened. Here’s how five corporations weathered the worst.

Ragan Insider Content

In the aftermath of its recent E.coli problems, Chipotle is counting on its loyal fans and the public at large to forgive and forget when it comes to the brand’s damaged reputation.

Company executives aren’t leaving it to chance, however.

With guidance from its branding experts and a solid crisis management strategy, Chipotle has taken steps to gradually restore trust with consumers. For other brands that have suffered from a tainted reputation, it was strong leadership that helped them to turn things around.

Here are some of the most remarkable corporate comeback stories:

Johnson & Johnson’s Tylenol poisoning

In 1982, seven Chicago-area residents died from cyanide-laced Extra-Strength Tylenol. Marketers predicted that the Tylenol brand would never recover from the sabotage.

Johnson & Johnson recalled 31 million bottles of Tylenol from stores and offered a safer replacement product free of charge. Rather than standing still, the organization took action to show that its goal was to put customers first.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.