356 Managing Brand Crises: 8 Principles to Rebuild Trust and Resilience with Shailendra Pratap Jain & Shalini Sarin Jain | Partnering Leadership Global Thought Leader

Partnering Leadership

In this thought-provoking episode of Partnering Leadership, Mahan Tavakoli speaks with Shailendra Pratap Jain and Shalini Sarin Jain, co-authors of the book Managing Brand Transgressions: 8 Principles to Transform Your Brand. With decades of research and leadership experience, the Jains share compelling insights into how organizations can navigate brand crises with integrity and build resilience for the long term.

The conversation dives deep into the principles that distinguish brands like Tylenol, Patagonia, and Ben & Jerry’s as models of authenticity and trust. Shailendra and Shalini reveal why managing brand transgressions goes beyond crisis management—it’s about embedding empathy, accountability, and transparency into the very fabric of leadership and culture. Drawing on examples from global brands, they dissect what happens when organizations prioritize profits over principles and offer actionable strategies to strike the right balance.

As CEOs and senior executives face an age of hyper-connected digital transparency, this episode offers practical lessons on how to build trust and recover from missteps while strengthening your organization’s brand identity. Whether you're leading a small team or steering a multinational corporation, Shailendra and Shalini's insights will inspire you to rethink your approach to brand management in today’s complex landscape.

Actionable Takeaways:

• Discover why addressing the pain of victims is the most critical first step in brand crisis management—and how few companies actually get it right.
• Learn the "gold standard" principles from Tylenol’s crisis response that can guide your organization in times of uncertainty.
• Hear how Patagonia and Ben & Jerry’s have successfully aligned their brand values with their business strategies, creating deep loyalty and lasting impact.
• Uncover the risks of avoiding transparency in today’s digital age and why attempting to conceal mistakes often results in far greater consequences.
• Explore how leadership tone at the top shapes middle management and employee responses during crises, for better or worse.
• Find out how empowering employees with transparency and autonomy can turn them into frontline advocates for your brand, even during challenging times.
• Understand why balancing principles and profits is not just a moral dilemma but a strategic necessity in building sustainable brands.
• Learn how companies like Apple have turned public backlash into a moment to reinforce their brand authenticity and regain trust.
• Gain insights into the leadership actions that can prevent your organization from becoming a cautionary tale, even before a crisis hits.

Connect with Shailendra Pratap Jain and Shalini Sarin Jain

Brand Transgressions Website

Shailendra Pratap Jain LinkedIn

Shalini Sarin Jain LinkedIn

Connect with Mahan Tavakoli:

Mahan Tavakoli Website

Mahan Tavakoli on LinkedIn
Partnering Leadership Website