Samsung is to be applauded. It has done the right thing. In the face of a massive crisis (cellphone batteries catching fire), they chose the correct path.
Owning up to the problem, fully replacing the phones, getting the word out quickly and offering a gift card for any inconvenience are all the right things to do. Kudos.
At this point, Samsung’s biggest issue is to 1) build back trust — something that should never have been lost — and 2) restore its brand integrity. Done right, however, it can reclaim those valuable intangibles.
Conversely, doing just the opposite (denials, lies, cover-ups and indifference) can ruin brands, destroy careers and damage companies.
The best approach out of a massive mess is to do all you can to get in and get out of the bad news arena quickly. That ensures you are not in the news weeks from now.
Otherwise, you will continue to be trapped in and defined by negative news stories, like those who have persistent email issues while running for president.