From horrific to heroic: Designing brand experiences when things go wrong

Sam Sterling

How brands respond when things go wrong can be even more important than how they connect with customers when things are going right.

Experience journeys are far from new. For years marketers and business leaders have been thinking hard about what the path from discovery to loyalty looks like for their brand. Over time, this system of thinking has evolved to be much more nuanced (and much less linear) than it once was. The one thing that hasn’t changed? Our optimism that things will always (or at least mostly) go well.

As brands enable never-before-seen scale thanks to new technologies and an increasingly connected world, (*cough* metaverse *cough*) the number, if not the percentage, of customers on the receiving end of a less-than-ideal...

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