Corporate Crises — and Reputational Recovery — Have Changed

Historically, companies faced crises related to their products, services, or governance. Think Boeing and 737 Max crashes, Chipotle and burritos contaminated with E. coli and Wells Fargo creating millions of fake bank accounts. And historically, these companies’ reputational recovery, as measured by the Harris Poll’s Reputation Quotient, followed a similar U-shaped pattern: Those companies that were able to refocus on their core competences — like Boeing, Chipotle, and Wells Fargo did — started rehabilitating their reputation within two to three years and experienced a full recovery within three to four years.