Skip to main content

Save or Share this Report

For B2C Marketing Professionals

Brands Forget The Rules Of Modern Marketing When Crisis Hits

Manage Risk And Reputation With A Customer-Obsessed Approach

August 23, 2018


Why Read This Report

Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with customer obsession. This report helps B2C marketers step up their role in crisis management, apply the rules of modern marketing to shift from mouthpiece to authentic dialog, and accelerate a brand's journey from crisis to recovery mode.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • You're Not Prepared For Your Inevitable Brand Crisis
  • Modern Marketing Guides Crisis Response Back To The Customer
  • What It Means

  • Marketers, Prepare To Be Haunted By Sins Of The Past
  • Supplemental Material
  • Related Research Documents

Recommended Research