The branding start when a and rebranding of infidelity
How far can rebranding take a company after it has experienced a serious challenge to its brand, especially when your branded service is infidelity. If you are Avid Life Media, Inc., the answer may not be encouraging. Kat readers may not recognize Avid Life Media, but they are more likely to be familiar with the website under which the company used to provide its services— Ashley Madison . Under this brand, the company offered so-called infidelity dating services. Whatever one thinks about the service itself, all would likely agree that the success of the site rests both on discretion of information and the security of the data provided by its customers, and that the company adheres to acceptable standards of business practice. Call this customer credibility. Alas, this credibility has been shattered. Accompanied by much media attention, Ashley Madison in 2015 suffered the embarrassment of hackers leaking information about 37,000,000 users to the public. After this occurred, there w...