The flip side of Identity Loyalty is that investment in developing and building a well differentiated brand identity can become threatened by unforeseen market forces. In real time, Persona Partners assesses damage and then analyzes and forecasts the best options to develop narrative to protect the existing brand identity.
Whether celebrity sponsorship issues, market crises, or other events, Persona Partners can diagnose the effect of these issues on the brand and develop the appropriate message content to minimize the post-event decay of Identity Loyalty.
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Moral Decoupling: How Consumers Justify Supporting a Tarnished Brand: Knowledge@Wharton
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