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February 4, 2016
Brands Can Never Prepare for the Unexpected
 
The beauty and terror of doing business is that even when a company, management team, or marketing team has planned for all the possible scenarios, good or bad, for a particular initiative, it can still go wrong. Brands, marketing campaigns, and products can still fail.

That's the risk of business.

One such example is the horrible events happening across the world with the Zika virus. This virus, carried by the same mosquito responsible for spreading dengue and yellow fever, has started causing birth defects in several countries. So widespread is the virus that the WHO has declared it a Global Health Emergency (not only because of the spread, but so it could release some emergency funds and resources to handle the virus faster).

The world must have made a little sigh of relief when the WHO declared that it would eagerly search for a way to end the spread of the Zika virus.

One company that may have found this information bittersweet would be India's Tata Motors.

Why? Well, at a huge expo in India, the country's largest car manufacturer released its latest compact model, the Zippy Car, a.k.a. the Zica.

The Zica.

The company, sensing the moment, released a statement saying that it will re-brand the car and it will no longer be known as the Zica.

Tata Motors couldn't have planned probably any better than it did to release the new car. Yet unforeseen events forced the company to adapt to the situation, save face, and hit the drawing board.

And not only do we hope that Tata Motors comes out better than ever with a new name for its car, but we also hope those facing that awful Zika virus get all the help and assistance they need.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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