In Chapter 11 of Katie Paine’s book Measure What Matters, she discusses the significance of being able to have faith in your brand, which will lead consumers to trust your brand enabling you to build a loyal relationship with them. This can be a time sensitive process in which every little detail counts. Building customer relationships is not able to occur at the snap of a finger, and if your brand doesn’t take the time to look at each part of the process carefully with full preparedness, something unexpected could happen that would aid in the loss of loyal consumers and brand trust. There are four key principles that Paine gives us when looking at how to engage in crisis management as quickly as possible.…