Web TV Show - Reputation Management Deciders Makers #6 - Alain Cayzac - Senior Adviser : What about the concept of "a brand as a person" ? - 25/06/2012
For this new edition of "Reputation Management", Michael Jais receives Alain Cayzac, Senior Advisor at Goetz. These two communication specialists go back over the elements that make a brand mythical.
How could we receive this great man without talking about football and the PSG? The former president of the football club explains how to deal with a crisis. With the overexposure and the fascination with the huge amount of money involved, this sport is not an exception to the crisis. Alain Cayzac knew several crisis, some of them were very serious, like the death of a suporter. According to him, during these sensitive moments the important thing is not to bury your hand in the sand. You need to acknowledge , to show compassion, to take measures and communicate all the information you have to avoid any type of suspicion and rumours.
What about the concept of a "brand as a person"? According to Alain Cayzac, there is an analogy between a brand and a company. They both share three important criterias : a physical aspect, a character and a style. These three elements all together form a long-lasting reputation, which is different from a brand image!
Watch our video to know more about the future of the Parisian football club and the elements of a "brand as a person".