Hard economic times put pressure on corporations all over the nation, especially with the hope of increased revenue in the future. These expectations are not backed by the guarantee of an improved economy, so branding correctly is crucial to U.S. organizations. Through crisis, clients and the public must keep a positive outlook on the values, missions, and ideals of any company or defeat is their final potential.

This may be old school, but Johnson &amp; Johnson is still the golden example of branding through disaster. In 1982, the then CEO of Johnson &amp; Johnson, James E. Burke, was faced with death on his watch. Seven people died after digesting Tylenol extra-strength capsules laced with Cyanide. Burke knew that it wasn’t the company’s error, but by recalling 31 million bottles of Tylenol and building a PR campaign to show that Tylenol mourned for those lost is what has kept Johnson &amp; Johnson high in the corporate rankings.

[caption id="attachment_1460" align="alignright" width="300" caption="Tony Hayward- Former CEO of BP"]<a href="http://www.brandiron.net/wp-content/uploads/2011/12/Tony-Hayward.jpg"><img class="size-medium wp-image-1460" title="Tony Hayward" src="http://www.brandiron.net/wp-content/uploads/2011/12/Tony-Hayward-300x180.jpg" alt="" width="300" height="180" /></a>[/caption]

Now back into this day and age, BP Oil’s then CEO, Tony Hayward, is the prime example of what not to do in a branding/Public Relations crisis. Inconsistent in his statements and blaming others for the Deepwater Horizon Oil Spill, Hayward quickly tarnished his own reputation and brought BP Oil down with him. His resignation in 2010 brought hope for a new start, but it will take more than a new face, or Brand Champion, to trust BP Oil in their safety decisions and every day operation tactics. Their next step is to find their new Brand Champion, someone who lives and breathes BP Oil; someone willing to take on the task of rebuilding a status. Through careful selection, BP Oil can hope to join the rankings of oil companies again. Their newest ad campaign focused on the progress the gulf has made since the spill, has had very mixed reviews. Watch the ad for yourself, and tell us your thoughts.

http://youtu.be/hoOfIR4Vk1o

Through our definition, a Brand Champion is someone who is visionary and creative, someone who demonstrates leadership and inspires others to ride for the brand, someone who delivers their promises and creates a brand culture and experience. BP Oil is not the only company looking for this champion, but it illustrates the importance to companies that a champion is their number one defense against shocking media and industry exposure. Look for our Brand Champion 100 list coming in 2012.

- Kelly McDonald