Pivot Strategies for Brand Reputation

Johnson & Johnson is making moves that go far beyond product lines. → In just three years, they’ve: -Discontinued their talc-based baby powder globally -Agreed to a $700M settlement with 42 states -Filed for bankruptcy (again) via a subsidiary to manage lawsuits -Spun off their consumer health division (now Kenvue) -Rebranded for the first time in 135+ years And beneath all the headlines is a lesson in leadership, accountability, and risk. Here’s what this means for FMCG executives: 1. Reputation is strategy. Consumer trust can take decades to build—and days to lose. J&J’s talc litigation (with 38,000+ claims) is a reminder that product safety and transparent communication aren’t just legal issues—they’re executive priorities. 2. Legacy doesn’t guarantee future relevance. The decision to pivot away from iconic products like baby powder shows how even heritage brands must adapt to changing consumer values, from safety to sustainability to wellness. 3. Transformation requires the right leadership. J&J’s global restructuring and spin-off of Kenvue isn’t just about assets—it’s about culture, leadership alignment, and creating focus. It’s no coincidence that many of their leadership hires post-spinout come with transformation, crisis management, and innovation track records. 4. The cost of misalignment is measurable. A single misstep can mean millions in settlements, lost revenue, and brand erosion. And in highly regulated categories (like healthcare or beauty), the stakes are even higher. So what should leaders and hiring teams take away from this? → Hire with foresight, not just for function. → Build leadership teams with integrity, not just experience. → Prioritize brand safety and bold innovation. Because in today’s FMCG world, doing what’s right is doing what scales. Curious to see how these shifts are influencing executive hiring across consumer brands? Let’s connect. #FMCG #ExecutiveSearch #ConsumerGoods #CorporateRisk #JohnsonandJohnson

I've been managing PR for the fastest-growing startups for over 12 years. 8 of the most valuable hacks we use for our clients (that you can use today): 𝗣𝗿𝗲𝗲𝗺𝗽𝘁𝗶𝘃𝗲 𝗖𝗿𝗶𝘀𝗶𝘀 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 • Regularly brainstorm potential brand vulnerabilities • Develop responsive strategies Mapping these out lets you act fast when challenges arise. Anticipation is your first line of defense. With it, you're not reactive. You're two steps ahead. 𝗣𝘂𝗹𝘀𝗲 𝗼𝗻 𝗣𝘂𝗯𝗹𝗶𝗰 𝗦𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁 In today's digital world, perception shifts rapidly. Harness sentiment analysis tools to constantly monitor your brand's digital perception. The earlier you spot a shift, the quicker you can intervene. Real-time insights can save reputations. 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗱 𝗦𝗽𝗼𝗸𝗲𝘀𝗽𝗲𝗿𝘀𝗼𝗻 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 A brand's voice can be its downfall or saving grace during crises. Train your founders, train your key staff. Implement media training focused on crisis communication. Prepared spokespeople control narratives — even in chaos. 𝗖𝗮𝗻𝗰𝗲𝗹 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗦𝗵𝗶𝗲𝗹𝗱𝗶𝗻𝗴 Society's sensitivities can change fast. Engage in social listening exercises to stay informed. • Understand the shifts • Identify potential pitfalls • Address areas of concern Don't fear cancel culture – move in harmony with societal changes. 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 Prioritize open, honest communication — especially during crises. • Admit errors and outline actionable steps • Release detailed, regular updates • Address rumors head-on Transparency fosters trust. It can mitigate potential backlash. 𝗖𝗿𝗶𝘀𝗶𝘀 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗲 𝗧𝗼𝗼𝗹𝗸𝗶𝘁 A PR Swiss Army Knife — your key to survival during crises. Maintain an updated set of: • Contacts • Pre-approved messages • Action plans for various scenarios When pressure mounts, this toolkit is your lifeline for well-executed crisis management. 𝗣𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲 𝗔𝗽𝗼𝗹𝗼𝗴𝘆 𝗣𝗿𝗼𝘁𝗼𝗰𝗼𝗹𝘀 Mistakes happen. Design a framework for public apologies, ensuring they're: • Timely • Genuine • Appropriate A heartfelt apology can go a long way in damage control and brand rehabilitation. It elevates brand stature in the public eye. 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 & 𝗔𝗱𝗮𝗽𝘁𝗮𝘁𝗶𝗼𝗻 After any PR challenge, conduct a thorough post-mortem analysis: • Understand the issue • Refine your strategies • Strengthen defenses Past challenges hold valuable lessons. Use them to navigate future threats. Don't drop the ball. Enjoyed this? You’ll love my newsletter where I talk about strategic communication, crisis management and public affairs: https://lnkd.in/g8MF5-6g

When the CEO of the highest-gaining stock (yes, beating Nvidia) tells you how they did it, you listen. And if you're a brand builder, you listen and then tattoo her advice on your arm because that stock is Abercrombie and Fitch, the once beleaguered brand that was seemingly in an irreversible brand death spiral. Your brand is most likely nowhere near the dire straits A&F was in. However, this applicability is the same if, as a brand leader, you're starting to feel that your brand strength is eroding, even if it's imperceptible to the outside world. Fran Horowitz is the CEO who has led the company through a brand turnaround and here are her 5 keys - and my personal lessons on each topic - for getting your brand strength back to where it was in the glory days, whenever that was for you. 1. Mission Horowitz said, "we knew through this whole thing there was an affinity there that kept telling us to keep going." Personal Lesson: One of the things I didn't ask myself enough was "Why did you start the brand in the first place?" As a leader, a huge part of the job is making sure that story is clear, tight, and told consistently and persistently. Obviously, we need to tell this story externally. However, it starts with making sure every member of your team not only knows it, but wholeheartedly believes in it. You are on a mission. Don't forget that. 2. Listen. Fran says, "We had to pivot the team and the company from telling the customer what they wanted to hearing what the customer wanted and providing that for them." Personal Lesson: When we started Chubbies, and when you started your brand, you had to tell the world, and your customer, what to believe. Over time, the need to tell transitions to a need to listen. 3. Patience. Horowitz: Even though, according to Horowitz, "the business was in a downward spiral," she knew "we can't do it all at once -- you're going to burn out your team and then, they're not even going to be here to do it for you." Personal Lesson: I pride myself on being high urgency and proactive. While great in so many contexts, this is a team effort. I needed to find the balance of urgency and team buy-in. "Slow is smooth; smooth is fast" comes to mind here. 4. Team. Horowitz: "I've built a team that actually has some of the original thinkers as well as some new thinkers, and that brought together some incredible, incredible energy." Personal Lesson: Nothing easy about this, and I found I was too scared to make the hard decisions here, which negatively impacted everyone. 5. Make A Mistake Horowitz says: "Make a mistake, fix it, and move on." "If you wait until you think everything is perfect and ready to go, you're going to stand still, you're not going to get anywhere" Personal lesson: I remember, at times, being so hesitant because I felt we were at such a precarious time, every move we made needed to be perfect. While there are playbooks, every brand is unique.

Cracker Barrel just gave us a crash course in brand strategy and leadership. Within a week, the company unveiled a new minimalist logo, faced massive backlash, lost tens of millions in market value, and then reversed course. The stock immediately rebounded. What did they do right? They failed fast. Instead of defending a decision that clearly broke trust with their core audience, they pivoted quickly. That takes humility and agility, and it protected shareholder value. What did they do wrong? They launched without reading the room. For a brand built on nostalgia and tradition, removing the familiar identity was bound to feel like betrayal. The bigger mistake was thinking design alone could solve deeper business challenges around food quality, service, and customer experience. The lesson for leaders is clear. Rebrands are not just about aesthetics. They are about trust, memory, and identity. Before you modernize, make sure you understand what customers are truly loyal to. And if you get it wrong, the best move is not to double down but to learn, adjust, and move forward. This was more than a logo story. It was a reminder that listening fast, acting decisively, and respecting brand equity are as important as any new design trend. Stock Rebound: https://lnkd.in/geHmMypN #BrandStrategy #Marketing #Rebrand #Leadership