Malcolm Gooderham in Financial Times, July 24, 2012
There are several things to consider. First, a resignation demonstrates a degree of accountability. This is refreshing and has the potential to improve corporate reputation. Second, the more integrated the announcement the better, otherwise it risks leaving the brand looking detached. Third, a crisis can be the making of a brand, as companies are judged both by how they handle such situations and by their results.
Underlying this is the need to try to lead the story, rather than letting critics do it for you. This is not a comfortable position for some executives. However, “waiting to see what happens” is not shrewd but an example of weak leadership and will undermine the brand.