Crises related to defective products put on the market can lead to massive value destruction.
Sometimes, suppliers and retailers face major health crises, as it could happen in case of listeria or foreign bodies detection in food products.
Sometimes, the only suspicion can destroy a brand, when misinformation spreads on social networks and on the internet.
Why ? Because consumers wait now more than ever to be protected by the brands ; and they choose them because they trust them.