Define: Contingency Plan
Contingency Plan
A course of action prepared in advance of a potential problem; it answers this question: “How to respond in a way that will neutralize or minimize the damage, if X happens?”
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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