With chaos comes opportunity

Where there is chaos, there is opportunity. Seemingly a political phrase but certainly relevant today—a perfect opportunity for brands to grab market share. Chaos is often the case with family feuds whose brands suffer as a consequence. Family run corporations are most vulnerable when the kingpin’s health suffers and there is no king in waiting. Although a good reason to turn professional as soon as the business model is established, most families do not do so, thereby guaranteeing sustainability with a leader in the wings.

The familial transition period is the most opportune time for competitors to grab market share from a feuding family. Understanding the family is crucial; it’s called intelligence. Once market share is lost, the family finds it hard to recover. Consumer loyalty is not carved in stone. The PR game may conceal troubles temporarily, but when vulnerabilities are exposed, the brand will die if not handled professionally.