Leadership, “Reputation Matters” Forbes, December 30, 2013
Target is living up to its name in a way I am sure they never meant to do.
They have become the newest target case of how not to respond in a crisis. Although they have done many things right in their response to the second-largest retailer data breach on record, they have made some classic mistakes that have not only compromised their reputation, but the trust of their customers, employees, and the public.
In fact, by needing to retract on Friday earlier assurances to customers that their PIN numbers had not been stolen, Target effectively has morphed in the eyes of the public from a victim of crime to a co-conspirator. Not a good move brand-wise, trust-wise, reputation-wise, or business-wise. […read more]