Brand is definitely one of the most valuable assets to any business. Brand management must bring along risk management covering customer experience. Customers nowadays live more and more constantly in their social networks.
Firms may "own" their brands, but brands really live in the heads of their consumers. Companies must constantly nurture and actively manage their brands at the speed customers form opinions about them. -Real-time Brand Management, Harvard Business ReviewTherefore quality of service, the core product itself, must be supported with an excellent array of customer service use.
Managing environmental risks
But the core processes need to be acceptable, too. The business is not allowed to bring harm to people, never to its customers, nor to its employers; but not to the environment. Not any more. Today business processes need to be sustainable.
I believe Nestle was one of the first 'naughty ones' I remember hearing of when I was a kid. Back then there were no computers in every day life, and the most 'social media' there was, was shopping at the same time with your neighbors =) Well, 30 years later, Nestle is in trouble again. This time in Facebook. The topic has changed: this time it is palm oil.
They will not accept unethical behavior. Their opinion might matter to your customers. (Vol.2*link corrected*)Even the most cautious preparations get caught by surprise. Preserving the environment, let alone the ultimately vulnerable rain forest, must have been a top priority in an multi-million investment of Botnia in Uruguay.
Environmental challenges bring sustainability and new business ideas. To be continued..