What is resilience?
Resilience. Everyone needs it, apparently. The word is everywhere right now and is becoming the buzzword that knocks journey into touch. And just to be clear, the dictionary defines it as ‘the ability of a substance or object to spring back into shape’. So now you know.
In the world of branding, there have been many examples of resilience. Skoda has done a remarkable job transforming its reputation from joke car to genuine player, thanks to VW’s stewardship. Ryanair has been working hard to build its reputation by improving customer service and its attitudes towards customers. Micheal O’Leary has finally worked out that making life better for passengers, leads to having more passengers, and more sales. Who would have thought? But Malaysia Airlines, after the incidents of flights MH370 and ME17, has decided that its brand is too damaged to continue, so will rebrand. Sneakily, it has also used the opportunity to take considerable cost out of the business by creating a new company.