brand; strategy; apology |

A Sincere Apology Can Repair A Damaged Brand

On Sunday night, around the globe, 33 million people watched PwC’s brand take a severe credibility hit.

You know what happened. A PwC (PricewaterhouseCoopers) partner handed Warren Beatty the wrong envelope for the Best Picture award.

Almost immediately (two minutes and 29 seconds later, or so I’ve read) after La La Land was announced Best Picture and the gaffe was corrected, Moonlight was awarded Best Picture.

Will PwC’s 83-year relationship with the Academy of Motion Picture Arts and Sciences (AMPAS) continue? Will the PwC brand recover?

PwC has taken the first step. They’ve taken responsibility for their error. The situation is being investigated to understand what happened and avoid future mistakes. So, what’s next as PwC goes about mending the damaged relationship?

I’ve written about what it takes to make a sincere apology and repair a damaged relationship. Take a look:

Sorry Doesn’t Have To Be The Hardest Word