United Airlines seeks to recover after brand nosedive

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

On April 9th, United Airlines' brand was plunged into a sudden, severe crisis after footage of a passenger being dragged from an oversold flight – and bleeding from the mouth – went viral online.

"Obviously, it's been a really tough couple of weeks for United. And, obviously, if you're sitting in the marketing chair, it's even more difficult," Mark Krolick, VP/Marketing, United Airlines, told delegates at the 2017 Collision Conference, an event held in New Orleans over the first three days of May.

Mark Krolick, VP/Marketing, United Airlines

"We made some really bad mistakes – and that was clear. And...

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