How will Ferrero's admittedly delayed communication affect the trade and end consumers and their demand? Will Ferrero, as one of the most popular candy manufacturers, now suffer damage to its image due to its reactive "slice-by-slice" communication in this crisis? Spiegel editor Maria Marquart asked Professor Dr. Martin Fassnacht for his opinion and expertise as a brand expert on the current recall. "Transparency as the only way to limit damage. "A strong brand can withstand a lot, but Ferrero should not just react," he said. "You must now communicate offensively on all channels." advises Professor Fassnacht. Read the full article here.
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Quotes from Prof. Dr. Martin Fassnacht on Spiegel Online
Spiegel interviewed Prof. Fassnacht about whether the salmonella suspicion at Ferrero will develop into a scandal