Profs. Shailendra Jain and Shalini Jain’s book is timely and very much needed to protect valuable brands from transgression. Their eight principles will indeed help a brand to grow without any hiccups.

Managing Brand Transgressions: Eight Principles to Transform Your Brand stands as a revolutionary exploration, transcending the conventional boundaries of brand evolution. It meticulously dissects the essence of trust across four crucial human dimensions: Physical, Emotional, Digital, and Financial. This narrative unfolds with unprecedented power, incorporating point-in-time case studies of iconic brands such as Cadbury, Boeing, Tylenol, Starbucks, Fox News, Patagonia, and more. By skillfully interweaving these realworld examples, the authors not only illuminate the intricacies of trust but provide a commanding blueprint for brand survival and triumph. This transformative manifesto reshapes the very paradigm of trust and brand success, making it an indispensable guide for navigating the complexities of the modern business landscape. A must read!

When their brands mess up, marketers need to reach into their shelves for a ready playbook, rather than try to wing it as they most often do. Until now, there was no such thing; but with Managing Brand Transgressions, Jain and Jain have filled that gaping hole in the marketer’s arsenal. This is a must read and must have. It could one day save a precious life – your brand’s!

Firms spend decades building brand equity only to see it disappear in the wake of a single transgression. In this important book, Shailendra and Shalini Jain offer informative case studies as well as actionable guidance on how brands can effectively recover.

Besides exploring the anatomy of a brand transgression, this book serves a very important purpose no other book does. It elevates the topic to more than just an idea for public relations and crisis managers to worry about and makes it the very soul of good brand management. To accomplish this, the authors carve out a roadmap of what they call ‘8 Principles to Transform Your Brand’. Each principle is captured in a separate chapter and is based on a handful of notable case studies carefully culled from different parts of the world. What I find impressive also is the extent to which the authors have gone into the weeds through deep research underlying each of the 25+ case studies and brought them to life for practicing managers and CEOs. Whatever your reasons for picking up this book, I believe you have made a good choice . . . because it’s hard for a brand to escape facing a transgression. By following the 8 principles laid out in the book, I have no doubt that you will be better equipped to deal with the situation and prevent significant financial and reputation damage.