Hasan Saleem

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By embracing AI's capabilities mindfully, we can create enriching and humane experiences that resonate with the evolving expectations of today's customers.

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Here's what to do when your company—and customers—are being taken for a ride. In today's digital world, it's not unusual for consumers to be misled online, by phone, or in person by a fraudulent agent or entity posing as a well-known and trusted brand. So, what is the first thing a company's leadership team should do if the business and its customers fall prey?  Don't panic. Doing so could result in a misplaced overreaction that escalates the situation even further.  Instead, stop, take a breath, and assess all of the details: How and why has this happened? Next, create an immediate, transparent response to demonstrate your company's commitment to retaining the trust of loyal and potential customers and protecting its longstanding reputation in the marketplace. Whether you are seeking practical solutions to mitigate current circumstances or you want to proactively avoid being targeted in the future, nine experts from Fast Company Executive Board are here to offer some highly effective best practices.

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The following "strategic" patterns may push your company further away from its bottom-line business goals. If your brand's latest promotional strategy is entirely based on a trend that doesn't align with your company's core values and authenticity, then you should probably rethink your plans. You don't need to necessarily keep up with what the competition is doing.  Instead, turn your attention back to what your unique customers' biggest pain points are right now. These often change, so you need to be able to adapt to the specific needs of the people you want to serve. It also means taking your time to do the proper research and letting the data drive your decision-making process so you reach your desired results in the long run.  Many company marketers often struggle because they're wasting their company's time and money on the areas of advertising that don't resonate with their consumers at all. Here, 12 industry leaders from Fast Company Executive Board describe the nature of some of those pitfalls and why they should be avoided if you want to build a brand that is organically successful.