Fixing Brand Samsung
Samsung are doing precisely what I wrote they should do over the exploding batteries debacle and that’s owning the problem. Not shying away, or going on a PR offensive but facing squarely up to the problem by going above and beyond and being known for the complete opposite. The Brand with the safest phones. [Link]
In doing so they are turning a negative into a positive and crafting a ‘hero’s journey’ story from downfall to redemption. They are capitalising on the negative publicity and using it to their advantage.
You can read more here about what brands should do when they stuff up: http://www.melbournebranding.com/brand-badly-damaged/