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Interview by Fournier, S., & Srinivasan, S. with Patrick Marrinan, co-founder and Managing Principal of Marketing Scenario Analytica (2018). The Frontlines of Brand Risk. GfK Marketing Intelligence Review, 10(1), 52-57

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NIM Marketing Intelligence Review – Brand Risk Matters

Interview: The Frontlines of Brand Risk

Authors

  • Susan Fournier, Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA
  • Shuba Srinivasan, Adele and Norman Barron Professor in Management, Boston University, USA
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Interview with Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, New York City, USA 

Whether it be the NFL, Dove, Wells Fargo, VW or countless others–managers need only open a daily newspaper to see how things can go terribly wrong for brands. Decline can be fast and the landing hard. In a contemporary marketplace where ideologies reign and social media guarantees the spread of (mis)information at light speed, a lot of what we think we know about brand marketing needs to be rethought through a risk-management lens. “For me, brand risk is any event, action or condition with the potential to damage a brand’s value, thereby making revenue generation and a company’s market value less than it should or could have been,” Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, states. In his talk with Susan Fournier and Shuba Srinivasan, Patrick illustrates the many facets of a risk that has only begun to be recognized as a serious threat to carefully cultivated brand assets. Here we share what to watch out for and what brands can do to protect against risk. 

Authors

  • Susan Fournier, Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA
  • Shuba Srinivasan, Adele and Norman Barron Professor in Management, Boston University, USA
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Suggested Citation
Interview by Fournier, S., & Srinivasan, S. with Patrick Marrinan, co-founder and Managing Principal of Marketing Scenario Analytica (2018). The Frontlines of Brand Risk. GfK Marketing Intelligence Review, 10(1), 52-57


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