LaCroix maker's CEO blames poor performance on 'injustice' in truly bizarre statement via CNBCMakeIt
One of the most important lessons in leadership is that you must take ownership of your failures. When leaders take responsibility of their missteps, they often even gain more respect and loyalty from their followers.
"Managing a brand is not so different from caring for someone who becomes handicapped," Caporella continued."Brands do not see or hear, so they are at the mercy of their owners or care providers who must preserve the dignity and special character that the brand exemplifies."Creating a brand identity is fairly easy to do. You conjure up a logo, brainstorm a catchy tag line and develop promotional materials that reinforce a unique selling proposition and so on.
Last October, a lawsuit accused LaCroix, a popular sparkling water company, of mislabeling its products as"all-natural." The suit claimed that LaCroix's seltzer included non-natural and synthetic compounds. In an effort to"preserve the dignity and character" of LaCroix, National Beverage announced in January that an independent lab determined LaCroix did not contain traces of artificial or synthetic additives.
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