Spanair: Turning a crisis into an opportunity (Landor Perspectives 2009)

This paper discusses how crises represent both danger and opportunity for brands, depending on how companies are prepared for and manage them.

Landor Perspectives 2009 – Spanair: Turning a crisis into an opportunity

Luis Manzano is general manager in the Madrid office of Landor Associates.

On 20 August 2008, Madrid suffered a terrible airline disaster in which 154 people lost their lives. The investigations are ongoing, and while Spanair is trying to clarify the circumstances of the catastrophe, it has remained associated with this tragedy. What is the real impact of this horrific accident of flight JK 5022 on the brand image of the airline company?

Companies shouldn't ask if they will suffer a crisis, but rather when...

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