In today’s fast-moving media world, brands are frequently required to respond to scandals that may tarnish perceptions of their products or services. Quick responses to quieten rumours or accept responsibility for missteps are crucial.
This becomes challenging when people themselves are the brand. Their behaviour is much harder to control than a press release. They present feelings and emotions that may disrupt any strategic response to scandal.
Britain’s royal family is a case in point – and with the arrest of Andrew Mountbatten-Windsor, their brand is facing one of its biggest tests of the modern age.
