Brand Recovery

Brand Recovery is the process and idea that one “can restore legitimacy” of a brand “by what you say and how you communicate it” using specially crafted messages to restore a brand’s image. A “brand” is defined as “the identity of a specific product, service or business” . Brand Recovery is needed and used when a brand’s “identity” is lacking “legitimacy” (such as a product recall), and their image becomes tarnished as a result. A multitude of factors can affect a brand’s image such as the unearthing of poor quality of products, poor service, illegal activity, misuse of profits or funding, and any immoral behavior or concerning how an organization is run, treats employees, customers, or community.
The specific message(s) sent out when an organization is using Brand Recovery, is called a “nugget”. This “nugget” is sent out to the stakeholders of the company. The stakeholders are those internal and external audiences of an organization who have or need information about that brand’s image.. There may be multiple and differing nuggets sent out to various parties. Nuggets usually fall under different categories of approaches, Defensive, Distracting, and Accountability. A “golden rule of thumb” for successful Brand Recovery is to always treat stakeholders as, “you would want to be treated”.
Defensive Nuggets
When using Brand Recovery, messages sent to stakeholders claiming or apologizing in a defensive way are considered to be Defensive Nuggets. They are taking the position that they are not taking blame for the problem or loss of “legitimacy”.
Methods of Defensive Nuggets
* Casual Apology-An apology in which a brand openly says, “we’re sorry” for the problem that occurred or is occurring and gives cause, but does not take direct blame for it.
* Denial- Often an organization will deny they had any part in a problematic situation and/or that it even happened in the first place. This should only be used when the organization knows it will definitely restore legitimacy.
* Displacement-Similar to Denial, a company using Displacement Nuggets does not take blame for the situation that has potential to harm the brand, but instead blames another party for any wrongdoing.
* Intimidation- A less commonly used nugget is Intimidation. This style of Nugget makes stakeholders feel insecure and fearful to believe, discuss, or inform others of the problem that occurred. This may happen internally within an organization to keep employees from arguing with management above them or spreading information externally that could hurt the brand.
* Minimizing- As a method of defensive Brand Recovery, an organization may attempt reduce the magnitude of the problem by stating the problem is not as dire as it is perceived.
Distracting Nuggets
Nuggets that are considered to be Distracting are when they detract from an organization’s problem, and may reflect poorly on their brand. Distracting Nuggets attempt to keep the stakeholders from focusing on a particular problem and redirect their attention.
Methods of Distracting Nuggets
* Bolstering-In order to improve branding, bolstering will distract and avoid by emphasizing the positive attributes of their brand. Bolstering can range from mentioning charity work or benefits derived from the products.
* Suffering-In an attempt to connect with stakeholders, when a brands image has already been tarnished, a company will claim they are “suffering” too. This method has often backfired.
* Transcendence- When facing brand damage, an organization can attempt to distract stakeholders using transcendence, sending nuggets comparing their situation to one that is much worse. When transcendence is unsuccessful, the irrelevance is evident to stakeholders.
Accountability Nuggets
* Penitential Apology- An apology is considered to be Penitential when the brand admits they were in the wrong and gives no excuses. This apology will express remorse and will seem more sincere without any excuse to convolute the message.
* Corrective Action/ Compensation- When an organization has accepted its fault (publically or privately), it will attempt to fix it with corrective action. Corrective action can range from compensation, like paying for damaged property or organizing and supplying the actual labor to fix the problem.
* Mortification-Often after immediate damage control has been done, a company will send messages not only taking responsibly, but also expressing how they are “mortified” about a situation that happened to further show remorse.
Successful Brand Recovery
Few models are recognized nationally or worldwide, but those who are have made their name and person a brand. Their person is the identity as a specific product, service and business. Just like any brand of an organization, when faced with a tarnished image, they too need Brand Recovery.

Kate Moss is an English model who has been a household name in the United States and in the fashion industry since the early 1990’s. An article in Bloomberg Businessweek, , quotes “identity masterminded” Peter Saville, “ She is an icon to everyone…She’s a brand” . She was the face of multiple fashion and makeup campaigns like Chanel, Burberry Group Plc and Christian Dior and Remmel London.
However, in 2005 this brand was blemished when proof of Moss using drugs surfaced in London’s Daily Standard. The images and videos of her drug use circled around the world. She immediately lost many multi-million contracts like Hennes & Mauritz AB, Europe's largest clothing chain, and a $7,200,000 deal with H&M.
The scandal left her brand in dire need of image restoration , so days later Moss successfully administered a Penitential Apology. Moss stated, "I take full responsibility for my actions. I also accept that there are various personal issues that I need to address and have started taking the difficult, yet necessary, steps to resolve them. I want to apologise to all of the people I have let down because of my behavior, which has reflected badly on my family, friends, co-workers, business associates and others. I am trying to be positive, and the support and love I have received are invaluable."

The Penitential Apology proved to be successful in the Kate Moss’s mission of Brand Recovery. The timely apology came directly from her and was able to resonate with advertisers. Makeup giant Remmel London stated a relativity neutral acknowledgement of the apology but indirectly expressed their support. In addition she soon regained many of her contracts prior to the incident such as the ones with Burberry and Remmel. A Forbes article stated that she had even made more money after than ever before.
Unsuccessful Brand Recovery
A recent unsuccessful example of a Suffering Nugget sent by a company was a statement by then Chief Executive of British Petroleum, Tony Hayward. After the oil company had a massive spill in the Golf Coast, news coverage of the immense damage and repercussions ran constantly for weeks, and left BP with a great need for Brand Recovery. As Chief Executive of BP, Hayward became the figurehead that the media (and the entire nation) blamed for the majority of the oil spill. In an interview on The Today Show, he stated, “I’d like my life back.” This increased the negative brand image of BP. The nation found this statement extremely offensive because his suffering paled in comparison to those affected by the spill. A picture of him sailing on a yacht surfaced soon after this statement, further damaging BP’s brand by proving to the public that his personal suffering, was not only disconnected with those of the spill but also insincere.

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