The site had, during the period after the crash, daily updates on the status of the crash, what to do if you were related to one of the persons on board, and information for the media. The site was informative, honest and fair, despite the news being incredibly sad and certainly not favoring Swiss Air. By handling the crisis in this way, Swiss Air probably managed to maintain its very loyal passengers. They felt they could trust the brand. The days when only positive news is distributed from the brand marketing department are over.
People are more skeptical.
Concepts like that of Hypernix, ThirdVoice and Zadu will force the showing of a complete brand picture. Martin Lindstrom is recognized as one of the world's primary online branding gurus. Voice your opinion. The problem is getting to it. In fact, she has readers around the world.