Poisonous rumours put dairy firm at risk --Treatment

Morgan's prescription K Pump up the volume on all marketing efforts. Don't shy away from what you're already doing well. K Protect the brand -- conduct a thorough crisis preparedness initiative. A novel idea: appoint a 'chief trust officer' to continually prepare for a crisis and spring into immediate action. K Make visible changes on product packaging to reinforce product integrity -- in words or design. Build a 'trust bank'. Ramp up community service initiatives and get credit for being a good corporate citizen. Wheeler's remedy Continue to emphasise the 'naturalness' of its products. The Chinese view Mongolian milk in the same way that the French trust the Alps as a pure source of water. In light of recent poisoning rumours, this positioning becomes even more significant. Meng Niu needs to continue to find ways to remind the public of the pure Mongolian origins of its product. By shifting the branding focus away from its Mongolian roots and towards space, Meng Niu is risking confusing consumers.