Case Study

Keysight: Lessons In Crisis Management And Brand Authenticity

January 1st, 2018


The way a company responds to a crisis says a lot about its ability to plan, make decisions, communicate, and react quickly to unexpected events. It also reveals the company’s culture and values — and whether its commitment to employees, customers, and community is authentic or mere window dressing. In this Case Study, we examine how Keysight reacted to a crisis affecting its headquarters in Santa Rosa, CA, and how decisive and positive action by the company’s leadership team demonstrated authentic brand values. The Keysight example illustrates how senior executives and managers can leverage brand values to develop and to execute successful crisis planning operations.

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