A characteristic of a strong brand is the ability to resist the impact of negative experiences and events. Insulated brands have passionate advocates who will readily defend their reputation, even in the wake of indisputable proof.

But how do you craft a brand that can weather those stormy times? What does it take to earn and maintain that degree of customer loyalty? And what are some of the disadvantages of brand insulation?

In this episode of Solving for B°, Dr. Vikas Mittal, Professor of Marketing at Rice University, deconstructs the concept of brand insulation. He examines not only how to create a brand that inspires loyalty among customers but also explores specific examples of brands that have withstood adverse conditions. We hope you find the show insightful.