Brand equity is money.
So, what the members of the Sackler family of Purdue Pharma could lose in the proposed settlement of the opioid lawsuits is not just a major chunk of their $13 billion fortune.
In addition, as kglobal public affairs' crisis czar Gene Grabowski observes in SFGate, they could also lose their reputation as philanthropists.
That's pricey brand equity. It could take more than a generation to restore that aura of being do-gooders, notes Grabowski.
Grabowski's prediction of long-term damage may shock some.
After all, didn't "evil genius" lawyer in the Nixon Administration Chuck Colson manage to rebrand rather quickly? By time he emerged from prison he already had become a respected and inspirational spiritual healer.
However, Colson's "sin," - to leverage that old-fashioned concept - was different from the transgressions of the Sacklers. Not only have too many human beings died. Myriad others can't shake the addiction, costing society plenty while they do serial rehabs. Also, the epidemic has created orphans through states such as Ohio.
Communities will have a long memory of their opioid-related suffering.
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