Whether it’s a controversial comment by a high-profile host or a decision that doesn’t sit well with the audience, the way a brand responds can significantly impact its reputation.
I was performing in a show years ago when I witnessed a young actor being taken down by a seasoned veteran, and I felt terrible for the kid. Now, sometimes when you’re working in regional theater, you’ll run into older actors who’ve been at it forever, and they have gained a level of recognition, and that’s that, they stop. They stop growing, they stop risking, they stop playing. They know what they do, how they do it, they’ve been doing it forever, and really nothing is going to knock them off their path. And that’s the basis of what happened. This young actor attempted to incorporate some improv into the show while on stage with the older gentleman, and it didn’t go well.
You’d be surprised how many actors dislike improvising during a show or ever. It frightens them. This older gent was in that category. No improv, do it exactly the way we rehearsed, same every single night. That night, the young, inexperienced actor dropped a little improv on stage, and when they got off stage, the older actor said, very calmly but quite pointedly to the young actor, “I will never trust you again.”
For those who know, they know this was a deep blow. For those who don’t, here’s the skinny. You step onstage each night and you try to make a connection with the audience, you try to present good art, and the only way to do that is with skill, rehearsal, and a lot, I mean a lot of trust. If you go up on (forget) your lines, you trust the people on stage with you to move things along. You trust the guy opposite you with a sword is not going to just freak out during a choreographed fight and stab you. You trust that everyone is in their right minds, no one is stripping on acid, and we’re all in this together, delivering our art to the audience. So, when you’re told that you no longer enjoy the trust of another actor, well, that’s a tough one to come back from.
But over time and with experience, this actor did just fine. He learned a good lesson, and he moved on from that experience. But he’s one actor in a vast sea of regional actors, and not to disparage his skills, he’s not famous, and so really no one cared about this moment. But what about others? What about legacy brands that lose the trust of their customers, or potential customers? How does a legacy brand recover when its consumers say, “I don’t trust you anymore.”
In the ever-evolving landscape of media and entertainment, legacy brands like CBS are no strangers to public scrutiny. With decades of history behind them, these brands have built strong foundations of trust and loyalty. However, in today’s hyper-connected world, even the most established names face moments of intense public backlash. Whether it’s a controversial comment by a high-profile host or a decision that doesn’t sit well with the audience, the way a brand responds can significantly impact its reputation. CBS, as a long-standing pillar of television entertainment, is facing such a moment of reckoning. As the tension rises, the question becomes: How can CBS, or any legacy brand, weather the storm of public anger without losing the trust they've worked so hard to build?
Crisis Management Strategies
When a legacy brand like CBS faces public backlash, whether due to a controversial statement, poor decision-making, or missteps by its prominent personalities, the brand's crisis management strategy becomes crucial; the ability to respond effectively is the difference between weathering the storm and sinking into irrelevance.
Proactive, Not Reactive
In moments of controversy, waiting for the dust to settle can seem like a tempting approach, but it often leaves room for misinformation and a growing sense of unease. Legacy brands must act quickly and thoughtfully. CBS, for example, could have addressed the issue directly and clearly, showing their audience that they are listening and taking the situation seriously. This proactive response signals to the public that the brand is in control of the narrative, rather than letting others dictate it.
Clear and Consistent Messaging
When managing a crisis, especially one that involves public figures or controversial issues, it’s vital that messaging across all platforms remains consistent. CBS should communicate one unified message, making sure that every spokesperson—whether on social media, in press releases, or during interviews—speaks from the same playbook. A clear, well-crafted message about what went wrong, the steps being taken to fix it, and the commitment to upholding brand values can help prevent the situation from spiraling out of control. Inconsistent or conflicting statements can further damage public trust.
Engagement and Dialogue
Another essential component of crisis management is engaging with critics and the wider audience. For CBS, this could involve opening lines of communication through social media or even public forums where viewers can voice their concerns directly. Acknowledging the frustration of the audience and demonstrating a willingness to engage in constructive dialogue is a vital step in rebuilding trust. This engagement needs to go beyond mere public relations tactics and foster real, empathetic communication.
While a well-executed crisis management plan is essential for short-term recovery, a brand's response alone isn’t enough to rebuild the trust that's been damaged. To truly regain consumer confidence, legacy brands like CBS must also demonstrate transparency and accountability, key factors that can either solidify their efforts or make the situation worse.
Transparency and Accountability
In times of crisis, it’s not enough for a legacy brand to simply manage the situation. To fully regain trust, transparency, and accountability become critical pillars of their recovery strategy. Consumers today expect openness, and when a brand fails to show accountability, they risk further eroding their reputation.
Admitting Mistakes
One of the first steps to regaining trust is acknowledging when a mistake has been made. For CBS, if the controversy stems from a particular incident, openly admitting the error shows that the company takes responsibility for its actions. A failure to acknowledge the issue can feel dismissive to the public and exacerbate the situation. Whether it's a misstep by a public figure, a production decision, or a controversial remark, CBS should communicate clearly about what went wrong and outline the steps they are taking to address it. This is not about apologizing endlessly but showing genuine remorse for the impact of the actions on their audience.
Commitment to Core Values
Even amid controversy, CBS should reinforce its commitment to the values that have defined the brand over time. It’s important to emphasize the principles the company stands for, whether that’s journalistic integrity, inclusivity, or providing entertainment that resonates with a broad audience. By reaffirming these values, CBS shows that despite the current backlash, they remain grounded in what made them a trusted name in the first place. Maintaining these ethical standards helps guide the brand's actions and decisions moving forward, reminding its audience that the brand’s core mission hasn’t changed, even if some of its actions have.
Building Trust Through Transparency
The concept of transparency goes beyond just addressing mistakes. It’s about opening up the brand’s internal processes to the public, ensuring that they can see the actions being taken to prevent future missteps. CBS could share information about how they’re reviewing their programming, decision-making processes, or even the training of their hosts and staff to avoid similar issues. This level of transparency is key to showing the public that CBS is not just managing the current crisis but actively working to evolve and improve.
Encouraging Open Feedback
Finally, one of the most valuable ways CBS can rebuild trust is by fostering an environment where open feedback is welcomed and acted upon. Encouraging audiences to voice their concerns, share their feedback, and suggest improvements creates a sense of shared responsibility. When consumers feel their opinions are valued, they’re more likely to feel connected to the brand again. Whether through surveys, social media engagement, or town halls, making sure that people have a direct line to the brand can turn negative sentiment into a chance for collaboration and growth.
While transparency and accountability are foundational to restoring trust, they must be part of a broader strategy focused on long-term brand resilience. The key to moving forward is understanding how consumer perception shifts and how brands can maintain their strength through tough times. The ultimate goal isn’t just about surviving a controversy—it’s about emerging stronger, more authentic, and more connected to the people who matter most: the audience.
Consumer Perception and Brand Resilience
While crisis management and transparency play a vital role in damage control, the true test for a legacy brand like CBS lies in its ability to bounce back and regain consumer trust. The road to recovery is steep, but with the right approach, brands can not only survive but also emerge with stronger, more resilient relationships with their audience.
How Controversies Affect Trust
Trust is a fragile thing, especially when it’s been built up over decades. A single misstep can cause it to unravel quickly. For CBS, the challenge is twofold: not only do they need to address the current anger, but they also need to prevent it from carrying over into future interactions with their audience. It’s important to recognize that consumer trust is built on perception, and perception can change overnight. A misstep can cause the brand’s image to fracture, and it takes consistent, thoughtful efforts to rebuild that trust. By remaining responsive and genuinely committed to addressing concerns, CBS can start the healing process, but they must be patient—trust isn’t rebuilt with one statement; it’s rebuilt over time.
The Resilient Brand
Brands that have endured crises over the years have one thing in common: resilience. Consider examples like Johnson & Johnson, which weathered the Tylenol poisonings crisis in the 1980s and emerged stronger than ever. Similarly, CBS must tap into its internal resilience. Legacy brands that manage to recover from controversies do so by staying aligned with their values, listening to their audience, and continually working to regain that lost trust. Resilience is about adapting to change without losing the essence of what makes the brand special in the first place. For CBS, this could mean adjusting content strategies, reinforcing its commitment to ethical broadcasting, and remaining transparent while evolving its public image to fit the current climate.
The Role of Authenticity
Authenticity is often the key to surviving public scrutiny. Brands that are perceived as authentic—those that show a real commitment to their values and their audience—are more likely to regain trust after a crisis. CBS, like any legacy brand, can’t afford to fake it. Consumers are quick to spot insincerity, and when that happens, it only deepens the rift. Authenticity means being true to the brand’s core identity and values, even when it’s uncomfortable. For CBS, this might involve making tough decisions that reflect its commitment to diversity, fairness, and responsible entertainment, ensuring that the network’s actions match its words.
While navigating a current controversy is important, the true strength of a legacy brand lies in its ability to prepare for future challenges. The key to long-term success isn’t just about reacting to crises—it’s about anticipating them and building a foundation that can withstand both expected and unexpected storms. For CBS and other legacy brands, the work doesn’t end once the immediate fallout is over; it’s about creating a brand that is crisis-resistant in the long run.
Long-Term Strategy: Navigating Future Controversies
While every brand hopes to avoid controversy, it’s not always possible. The real test of a legacy brand’s strength is in its ability to not only recover from crises but also to proactively set itself up for success in the future. For CBS, this means building a long-term strategy that not only protects against potential controversies but also ensures the brand remains relevant, resilient, and trusted over time.
Creating Crisis-Resistant Brands
One of the keys to long-term brand resilience is anticipating crises before they happen. By regularly assessing potential risks—whether that’s through media monitoring, audience sentiment analysis, or proactive engagement—CBS can better understand where trouble might arise. Crisis-resistant brands don’t wait for the storm to hit; they plan for it. For CBS, this might mean developing a rapid response plan for various types of controversies, ensuring that the team is ready to act swiftly and thoughtfully if something goes awry. Planning for crisis management is an ongoing process, not a one-time fix.
Adapting Without Losing Identity
A major challenge for any legacy brand is the need to evolve without abandoning what made it successful in the first place. CBS has decades of history, and with that comes a rich legacy of values, storytelling, and cultural impact. However, as the world shifts and audience expectations change, CBS must adapt. This could mean embracing new technology, diversifying its content offerings, or adjusting its approach to entertainment and news to better align with current societal trends. But, crucially, this adaptation must be done without losing the brand’s core identity. CBS can innovate, but it must ensure that its adaptations align with the values that have built its legacy—integrity, inclusivity, and a commitment to quality content.
Brand Evolution
Brands, like people, must evolve to stay relevant. CBS must strike the delicate balance between staying true to its roots while embracing new trends that resonate with its audience. This might involve updating its approach to social responsibility, leaning into more diverse programming, or exploring new formats of content delivery. By positioning itself as a brand that is continually evolving—whether through its programming, its technology, or its brand messaging—CBS can stay ahead of the curve and avoid being caught flat-footed by emerging trends or controversies. The evolution of a brand is an ongoing process, ensuring it remains connected to the values that have driven its success while responding to the ever-changing demands of its audience.
As CBS looks to the future, it’s clear that the work of navigating crises and maintaining consumer trust doesn’t end with one successful recovery. The foundation for long-term success is built through continuous adaptation, staying true to core values, and preparing for the inevitable challenges ahead. With a forward-thinking strategy, CBS, like any legacy brand, can not only weather future storms but emerge even stronger. The final lesson here is that legacy brands have the power to redefine their resilience, not just by responding to crises, but by shaping their future with intention and foresight.
Summing Up
In a world where public scrutiny is immediate and relentless, legacy brands like CBS must continuously evolve to maintain the trust they’ve worked so hard to build. By mastering crisis management, embracing transparency, and staying committed to their core values, these brands can navigate controversies and emerge stronger on the other side. The key to long-term success lies in the ability to adapt without losing the essence of what made them great in the first place. As brands like CBS look ahead, it’s not just about surviving the storm; it’s about laying the groundwork for a future where they are resilient, authentic, and ever-relevant.
At ThoughtLab, we understand the delicate balance that brands must strike to stay ahead of the curve and maintain meaningful connections with their audiences. With strategic foresight and a commitment to transparency, any brand can emerge from the toughest of challenges with its integrity and trust intact.
