Milosevic: Brands are defined by crisis response, not opportunistic marketing
Kim Milosevich · a16z Podcast | Crisis Communications · Jan 2, 2019 · at 2:34
Kim Milosevic, communications specialist at Andreessen Horowitz and former OutCast partner, discusses brand perception during high-stakes corporate crises.
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“I think it's more like your brand is defined by how you handle these situations versus you taking a moment to say, how do we turn this into a brand opportunity?”
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“One of the most important parts of this whole crisis scenario is what happens on the internal communication side. It is so important to be talking to the employees about what's going on. Ideally, they know if it's a big story that's going to break, they know a…”
Milosevic: Founder CEOs cannot separate personal scandals from company brand damage
“There is no division, and especially if you're a founder, CEO, you and the company are essentially the same, and even if the focus, let's say, of the stories are on the personal issue, you Guess what? Your company is going to be mentioned in every single one o…”
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“Don't rush it. I think that's probably one of the biggest, you know, mistakes that companies make is by trying to do it too early when they don't have enough progress or milestones or growth to show that they have started to turn around. And they may put their…”