The 'Tous' case has the brand's reputation: "The 'Core' of the company" the 'Tous' case has the brand's reputation: "The company's 'core' hit the 'core'"
Tous lives one of the most tense moments in its history.The news of the opening of an investigation at the National Court for, supposedly, filling their jewels of non -metallic material has unprecedented crisis for the centenary Catalan brand.Everything happened quickly and the company was seen in the situation of trying to alleviate the possible impact that a news like this can bring to your business.However, for these unforeseen there are no written rules and any false movement can worsen the injured brand reputation.Therefore, the management of the crisis will be decisive in the coming weeks to minimize the consequences of a scandal like this.
Reputation crises for companies mark a before and after in the perception of the quality of the products and the transparency of the business."It takes a long time to build a good reputation and is destroyed in a second.It must be prevented that any crisis continues and anticipate reactions, "says the professor of the Master in Political and Corporate Communication at the University of Navarra, Teresa Tills.While it is true that Tous responded rapidly after making the news public - defending its elaboration methods and confirmed that its products are certified - the intangibles of a company are increasingly important for the consumer, so the doubts about the quality of the qualityof their products could seriously affect the brand.
Tous invoiced more than 400 million euros in 2018, according to the latest available figures, and with its long career in the field of jewelry in Spain and the world, it is a brand that until now meant quality and luxury for customers.With the bear as its insign, the firm maintained the 'black numbers', but as explainedTous: its products ".And this "could have an impact on their business figures".For the expert, in case of demonstrating the accusations, "what the company should do, if it survives the crisis, is to order its reality".
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Along the same lines, Abelardo Bethencourt, the general director of Public, comments that in these cases the most important thing is to "be transparent" and return to work in the line of trust between the brand and customers."Taking the initiative is fundamental, we must not wait to be reactive and you have to a productive communication plan as soon as possible.You have to try to make the company version on the table ".
For problems like this, the three experts agree that an action plan is necessary and that you cannot act on the march.In addition, it is not a bad option to set up a crisis committee to transmit the best possible message, without forgetting what happened but working so that the 'earthquake' is in the past as soon as possible.And, on the other hand, "about reacting is a danger," he explains a Saturday.
Along these lines, they point out that a crisis like Tous's "hits the brand in the 'Core'", that is, in its products, the company's heart.A more serious problem that, for example, the scandal that some manager could cause.To Fustterer the company should, in case the accusations are true, "carry out corrective actions in the production and modify operational processes of the organization", and most importantly, communicate it to customers to regain confidence.
Bethencourt also recommends that a single spokesperson for the company be designated, "so that the answers always maintain the same line and avoid any confusion".And, as time goes by, work in different communication campaigns respecting the classic image of the brand but without forgetting what happened.It emphasizes that it is very important to share the technical data and any significant change that will be taken from now on.
Time to time.This also coincided with the three professionals consulted;It will use the Catalan entity to act hasty and without any plan.The critical moment that they are going through should pass little by little and will only recover their image through commitment to customers and transparency about what happened."A reputed firm is one that acts correctly and whose actions are properly perceived,".
