Brand Resiliency Continually Tested

Brands can be characterized for their longevity, creativity, familiarity and sustainability. But, what about a brand’s resiliency? Its “survivability? ”On November 21, 1980, a fire swept from a restaurant under construction through the casino area of the MGM Grand hotel in Las Vegas. Eighty-five people died and more than 700 were injured. It took some time, but the MGM rebounded after the fire. It did not go out of business; it built upon the reputation of its brand and showed its resiliency in the wake of tragedy. Today, the MGM is a gleaming showpiece of the Las Vegas strip, home to gamblers and concert-goers and some of the biggest boxing matches on the planet.

Now, we have another tragedy, this one of almost unimaginable proportions, just down the street from the MGM. Either through familiarity with the facility or proximity to the nearby concert venue, a killer picked the Mandalay Bay resort and casino as the scene of his crime. The hotel didn’t invite it; none of the hundreds of employees or fellow guests anticipated it. But it happened.

What will become of the Mandalay Bay in the weeks and months to come? That depends upon its resiliency. It definitely is taking a proactive response by not ignoring what happened. Its website is dominated by a black-and-white banner of the Vegas skyline that proclaims “#VegasStrong.” Subsequent banners express gratitude “for the outpouring of love and support you’ve shown us in recent days. With you behind us, we know our best days are ahead.” There is also a prominent link to a victim relief and first responders support fund.

Brands have been sued. Brands have been the victim of deliberate and circumstantial events. Some have not been able to rebound. Others have, and are stronger and perhaps more admired because of it.

In 1982, seven people died after swallowing cyanide-laced capsules of Extra-Strength Tylenol in a case of murderous sabotage. Marketing experts said the brand would never recover. But Johnson & Johnson chose to do something previously unheard of – the company recalled 31 million bottles of Tylenol capsules and offered consumers replacements in a safer tablet form, free of charge. Two months later, Tylenol was back on store shelves, protected by tamper-proof packaging and backed by an extensive and expensive media campaign.

For many brands, as for the people they serve, resiliency is a test, not so much of time but of the times themselves.