Irrational Loyalty: Building a Brand That Thrives in Turbulent Times

Eventually, every organization faces a serious branding disaster.

Think of United Airlines, Wells Fargo, Uber, and other companies whose tribulations made front page news.

Poor business decisions, corrupt cultures, or just plain bad luck can lead to major PR meltdowns, sending once-loyal consumers fleeing in droves.

But there's a right way to handle controversy and come out stronger on the other side.