Like people, brands have hiccups. An incidental failure of a brand does not mean the end of its world, albeit the subsequent repercussions may haunt it for a long time. Smart brands learn from hiccups. There is always another day and time that it can rebound and grab a respectable market share. The first obstacle towards reaching a sunny day is to admit that there had been a problem that should have taken care of. Ratan Tata did it very well with Tata Nano. The initial failure was boldly faced with dealership re-arrangement and drivers’ training. Nano platform is also expected to enter the USA and European market this year with Tata Pixel (how will it look like?). We almost forgot about the rebound story of Tylenol in the USA! How about Pran Chananchur from Bangladesh? Faced by regulatory bottlenecks and technical barriers while exporting to India, Pran has now a manufacturing plant in India—there is no more need for export, it is now an Indian product.
It appears that hiccups have an upside, when brands are open to learn. Brand managers need to play a leadership role to push a limping brand to another day and another time, to help their brands lead the market again. And with the right mix of strategy, this is going to happen.