Preserving Brand Equity in a Corporate Turnaround

With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity. While financial and legal considerations will always be the primary focus, a tangible sophistication gap has long existed between workout arrangement skills, compared with what’s required to preserve a company’s goodwill among internal and external audiences during a corporate restructuring. Brand communication is considered a fuzzy management science by many legal and financial professionals and can be discounted by the C-suite as well. However, in our digital age, rumor and misinformation can incur permanent damage to a company’s reputation wit

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