This book offers a framework for dealing with a new phenomenon affecting organizations and their stakeholders: brand trauma. Brand trauma puts an organization's credibility at risk as stakeholders, shaken by the effects of a crisis or a crisis' poor management reassess their relationship with the organization. The Deepwater Horizon oil spill, police harassment, Volkswagen's tampering with pollution devices, Wells Fargo's treatment of customer accounts, and the sexual exploits of politicians, educators and other high profile individuals are organizational crises that may trigger brand trauma. The author discusses both organizational and brand trauma with models and illustrations. Those in journalism, law and the justice department, criminologists, marketing, and public relations specialists well as members of an organization's leadership teams and advisory boards will find the material useful.
Dennis Tafoya (PhD, the University of Michigan, MS, the University of Pennsylvania) has more than 30 years of academic and business experience across a variety of fields. He is president of CompCite Inc., an international research and development firm that focuses on factors that affect performance at individual, group and organizational levels. He has authored the "Advance/Recover Database" an inter/intranet tool to improve individual knowledge, decision making and problem solving capabilities, numerous articles and four books: The Effective Organization (2010), Organizations in Crisis (Palgrave/Macmillan, 2013), Marginal Organizations: Analyzing Organizations at the Edge of Society's Mainstream (Palgrave/Macmillan, 2014) and Managing Organizational Crisis and Brand Trauma (Palgrave/Macmillan, 2017).
Tafoya has significant international experience ranging from numerous papers and research studies, hands-on work with international management and sales teams and has prepared specific whitepapers for the European Union describing the role of "Steel as a Global Industry" (presented at European Community Conference, la-Napoule, France 1992); the possible role and emergence of Dubai as a money-broker for the mid-east, ("Dubai, UAE: Fountainhead for the Mid-East's 21st Century", November 12, 1997); and, as a guest of the Yeltsin government to examine management issues in a post-Soviet Union society ("Russia and Its Move from Communism to Free Market Economy: Challenges for Management" August, 1999). He has written and holds patents related to knowledge management (US 6,834,274) and performance forecasting (US 7,865,383), has participated in government programs aimed at measuring competency, labor relations and the value of STEM (Science, Technology, Engineering and Mathematics) in business and industry.