When a crisis hits, you need to be able to carry on with your business. A crisis can have serious consequences on your revenue streams. Shell sales in Germany fell 30 per cent in a month during Brent Spar; Perrier sales halved. A crisis can be most damaging to the revenue stream — the most fragile part of any business. Tackling the crisis, managing third party advocates and trying to ensure that there is one consistent message is an important part of brand reputation. But what is a brand if there is no way to sell the product or service?
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