Restoring Brand Trust After Missteps

The Maverick Paradox Podcast

In today's episode Judith Germain speaks to Shailendra (Shelly) & Shalini Jain about Restoring Brand Trust After Missteps and their book on managing brand transgressions. Shelly is a professor of marketing and international business, while Shalini is an associate professor researching social issues in management. They have co-authored a book on brand transgressions and crisis management.

Key Takeaways

• The authors introduce 8 principles for transforming brands after transgressions, emphasising rapid, transparent responses focused on doing the right thing
• Brand transgressions can range from minor to severe, but even seemingly small issues can have major consequences in today's digital age
• Leadership plays a critical role in both preventing transgressions and effectively responding when they occur
• There's a growing demand, especially from younger generations, for brands to demonstrate authentic values and social responsibility

In this conversation Shelly and Shalini explain that "brand transgressions" refer to when a brand is perceived to have violated expectations or norms, which can lead to brand crises. They distinguish transgressions from other business challenges like declining profits or market share.

The speakers emphasise that a brand's response to transgressions is heavily influenced by the tone set by its leadership. They discuss how leaders who prioritise short-term profits over stakeholder interests often contribute to transgressions.

Shailendra Pratap Jain is Bret Wheat Endowed Professor of Marketing and International Business at the Foster School of Business., University of Washington, Seattle. Dr Jain has extensive publishing and editorial experience in top marketing journals and has won many executive and MBA teaching awards.

Shalini Sarin Jain is Associate Professor of Management and the inaugural Director of DEI at the Milgard School of Business, University of Washington, Tacoma. She has published articles on gender representation and compensation parity in top management, allegations of sexual misconduct sustaining livelihoods or saving lives during Covid.

You can find out more about our guest and today's episode in this Maverick Paradox Magazine article here.

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Judith's book: The Maverick Paradox: The Secret Power Behind Successful Leaders.

Judith's websites:

• Judith Germain (mentoring, Speaker, author) - judithgermain.com
• The Maverick Paradox Magazine - themaverickparadox.com
• The Maverick Paradox Website - maverickparadox.co.uk

Judith's LinkedIn profile is here, her Twitter profile (MaverickMastery) is here, Facebook here and Instagram here.