"Bankrupt." To the layman, the word sounds nasty - and final. But sophisticated managers know that corporate reputations - and valuable brands - can emerge stronger than ever from bankruptcy.
Indeed, that's one of the appeals of restructuring under Chapter 11.
A corporate reputation is built through well-planned, persuasive communications to specific sets of stakeholders. The timing and content of these messages, and the credibility and skills of the messengers, are crucial for any company's success.
With the recent bankruptcies of Northwest ...