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Most brands have already experienced it. Whether it’s Pepsi, Nestlé, ING-DiBa, Pril or Deutsche Bahn. You all know how to get one shit storm feels. Not every negative post equals a shitstorm and the term is sometimes used in a very inflationary way. But when a business is hit, it’s important to know exactly how to deal with it. At best, a shitstorm doesn’t turn into a storm, it turns into a gentle breeze.