Interview: The Frontlines of Brand Risk

Suggested Citation

Interview by Fournier, S., & Srinivasan, S. with Patrick Marrinan, co-founder and Managing Principal of Marketing Scenario Analytica (2018). The Frontlines of Brand Risk. GfK Marketing Intelligence Review, 10(1), 52-57

NIM Marketing Intelligence Review – Brand Risk Matters

Authors

Susan Fournier, Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA
Shuba Srinivasan, Adele and Norman Barron Professor in Management, Boston University, USA

Download Article

Interview with Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, New York City, USA

Whether it be the NFL, Dove, Wells Fargo, VW or countless others–managers need only open a daily newspaper to see how things can go terribly wrong for brands. Decline can be fast and the landing hard. In a contemporary marketplace where ideologies reign and social media guarantees the spread of (mis)information at light speed, a lot of what we think we know about brand marketing needs to be rethought through a risk-management lens. “For me, brand risk is any event, action or condition with the potential to damage a brand’s value, thereby making revenue generation and a company’s market value less than it should or could have been,” Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, states. In his talk with Susan Fournier and Shuba Srinivasan, Patrick illustrates the many facets of a risk that has only begun to be recognized as a serious threat to carefully cultivated brand assets. Here we share what to watch out for and what brands can do to protect against risk.

Authors

Susan Fournier, Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA
Shuba Srinivasan, Adele and Norman Barron Professor in Management, Boston University, USA

Share Publication

Copy link

Suggested Citation

Here you can find more exciting articles of this issue.

To the entire issue

In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as …

Go to article

Brands can interact both directly and indirectly with fake news. In some instances, brands are the victims of fake news and, other times, …

Go to article

In today’s world, knowing more about a brand can make people think worse of it. Rather than helping a brand, increased familiarity can …

Go to article

The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very …

Go to article

To minimize the potential loss of market share and profits, it is important to understand factors that drive cannibalization. Key brand …

Go to article

Understanding consumers’ ways of thinking can help identify strategies to limit brand damage and elicit more favorable reactions from …

Go to article

If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and …

Go to article

Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is …

Go to article

All issues

2025-04

Influencer Marketing Relationship Building Livestream Commerce

Go to issue

2024-10

Platform Strategies Platforms and Brands Business Innovation

Go to issue

2024-04

Content Creation AI-Support Prompt Engineering

Go to issue

Interview: The Frontlines of Brand Risk

Other articles of the MIR issue “Brand Risk Matters”

Latest issues